UC-NRLF 


B   M   SOB   IE? 


i 


LIBRARY 

OF    THF 

UNIVERSITY  OF  CALIFORNIA. 

Class 


Successful  atibertising 


fbow  to  Bccomplfgb  ft 


^B  J-  ^ttgus  lEacBonaltr 


SUCCESSFUL  ADVERTISING 

KOW  TO  ACCOMPLISH  IT 


A  PRACTICAL  WORK  FOR  ADVERTISERS  AND  BUSINESS 
MEN.     WITH  A  MOST  COMPLETE   INDEX  OF  SUBJECTS 


I'HILADELrHIA,  1U02 


Copyright,  1902 


*'P 


i^uuoln  putlistmg  ©ompanj 


PREFACE. 


Publidly—a  force  in  the  world's  affairs 
almoKt  incalcidahk  in  iU  scope  and  effect— in 
C.nn.-'tn)ilhi  and  iiiiiiusl,il:ith/!/  moving  la  /ii;ilin- 

and  inni-i'  sijsl,  innlic  hi,  lln„h<  11/  ml r,  rlisi in/. 

fori,  ni'i;  ,;.•:., I'ih/  d,  111,1  ii'is  (I  nio.d  progrcusicc 
.•<l)ird.  irhirh  /s  liisl  ,rilr,i,,l  in  twmUelhcen- 
liirii  iiiili'irii:/.  To  .-iiuid  .:iill,  (Vtufor  a  mo- 
mcnl,  is.fal.al. 

Ax  llie  bnsiness-man  is  a  busy  man,  what 
he  7vant:i  it!  the  subject-matter— not  the  intro- 
ducloii/. 

The  idro!',  siir/arsliovf,  lir/p  and  advice 
set.fovlh  in  this  imv'k  aim  In  l,r  rl.or  and  ron- 
CiV,  .<'>  Ilinl  ■■  In-  ivhiirnnsni.n/niul.--  nnd  he 
V'lio  raids  mail  pni.llt.  One  I'/iuii/  llir  reader 
can  rehi  on ,  and  that  is  that  they  are  practical. 
They  are  the  fruits,  not  of  theory,  but  of  over 
ten  years'  busy  actual  experience  and  observa- 
tion. 

A  iirral  number  of  these  articles  are  abso- 
lutrlij  n,  IV.  .Miuii/  were viritten for  such  lead- 
in-'i  jintiiiralinns  as  "Brains,"  (now"The  Re- 
tailer mill  Advn-liser"),  "Printer's  Ink," 
"Priiiiinhir  Adirvlisiii,,.-'  "Fame,"  "TheAd- 
veriisin.i  Wnrld.-'  "dihson's  Clothing  Ga- 
zette,'- rlr.  In  I,  rvi,  ,,«  from  the  first  three 
papers,  ,is  well  as  from  -The  Dry  Goods 
Economist,"  are  cdso  quoted. 

Proper  credit  is  hereby  acknowledged  the 
above  publications  for  the  reprodueiion  of 
such  articles  as  may  have  appeared  in  their 
colunuis. 

J.  ANGUS  MacDONALD, 
December,  1902.  115  Nassau  St.,  N.  }'. 


CONTENTS. 

DIVISION  ONE. 
aD  3Suil&ing i 


DIVISION   TWO. 
IRetail  BDvectftslng  ail  tbe 
l^eac  BcounO 


DIVISION   THREE. 
Special  ^features  In  IRetall 
"RbvevUeinQ 89 


DIVISION    FOUR. 
/Bail  ©rder  a^vertietno  ■    -15 

DIVISION  FIVE. 
/!&ti5ccllancou3  advertising  23s 


INTRODUCTORY. 


If  experience  u-ith  large  advertising  af- 
fairs'luid  a  remarkabie  ujjtUude  for  the  ad- 
VI  rlisinij  profession  qualify  a  man  to  wrilt  a 
book  on  advertising,  then  J.  Angus  MacDon- 
ald  is  tlie  man. 

For  several  year::  I  hmr  knuiva  }fr.  .Vur- 
Donald  personally,  thnuhjli  his  uml:  and  bi/ 
reputation.  HeisDiu  nj  tht nld  iiinnlnis  m 
Uie  Splunx  Club,  and  ,s  h  Id  in-  hhjh  >  .d, ,  m  h<, 
all  who  know  him.  His  knon  I, ./,./.  ,./  advrr^ 
Using  subjects  is  almost  enrijiinpiidir,  uhirli 
is  due  to  the  fact  that  Mr.  .MacD'inald  has 
travelled  cclemively,  is  a  kun  observer,  an 
omnivorous  reader  and  an  untiring  worker 
in  the  advertising  field  -afield  in  which  he 
constantly  puts  through  large  advertising 
operations. 

He  entered  the  advertising  field  a  number 
of  years  ago,  and  at  an  early  age  received  an 
insit/ht  inio  advertising  that  few  veterans  of 
to-dui/  can  equal. 

His  insight  into  the  advertising  business 
is  pruitical^  therefore  the  statements  in  his 
book  have  the  added  charm  and  great  element 
of  experience  bch  ind  them. 

I  predict  that  "Successful  Advertising 
and  How  to  Accomplish  It,"  like  it's  author, 
will  be  a  marked  success. 

F.  JAMES  GIBSON, 
Business  Manager  "New  York  Daily  News," 
Secretary  and  Founder  of  tite  Sphinx  Club, 
(the  famous  advertising  club). 

September,  1902. 


DIVISION  ONE. 
AD  BUILDING. 

The   Foundation. 

Ideas. — Ideas  mean  the  basis  of  ad  writing,  of  advertising, 
for  without  ideas  nothing  can  be  stated — the  better  the  ideas 
the  better  the  statements  and  the  stronger  the  advertising. 

Study,  absorb,  think  out  ideas  by  all  means.  Words  are 
but  the  vehicles  of  ideas,  types  the  vehicles  of  words  and  ideas 
are  the  prime  and  primeval  requisites  of  ads.  Ideas  may  con- 
sist of : — 

First.  Simply  facts  connected  with  business. 

Second.  Facts  connected  with  business,  together  with  out- 
side thoughts. 

Third.  Outside  thoughts,  /.  ^.,  thoughts  having  but  an 
indirect  bearing  upon  the  business. 

All  are  valuable.  Probably  the  least  valuable  are  the 
latter,  as  in  the  hurry  and  stress  of  to-day's  progress  people 
have  little  or  no  time  to  consider  non-essentials. 

The  creative  mind  commands  a  premium  in  ad  writing — 
the  commonplace  mind  had  better  stick  to  commonplace  sub- 
jects— and  the  sterile  mind  is  valueless.  Every  mind  interested 
should  be  clear,  receptive,  analytical  and  above  all  creative. 

The  growth  of  ideas  is  a  marvellous  matter.  How  some 
ideas  arise  in  the  human  mind  is  an  impenetrable  mystery. 
The  impression  comes,  grows  stronger  and  bursts  into  full  life. 
Which  of  the  five  senses  received  the  impression  ?  When  was 
the  impression  received?  How  long  did  the  thought  lie 
dormant,  awaiting  the  silent,  yet  powerful  mental  call,  to  arouse 
it  into  fullest  expression?     Possibly  the  suggestion  originally 

1 


2  Successful  Advertisings 

came  from  generations  back — received  only  at  birth — traceable 
(if  we  could  trace  its  invisible  path)  to  hereditary  influences 
and  reaching  its  full-fledged  development  and  expression  only 
at  the  critical  moment  when  circumstances  called  for  just  that 
particular  idea.  It  may  be  that  the  mind  received  the  impres- 
sion during  childhood — the  impression  was  pigeon-holed  with 
thousands  of  other  impressions  stored  away  in  brain  cells  and 
never  used  until  memory  reaches  out  and  resurrects  them  in 
response  to  a  demand  by  the  entire  mentality. 

In  the  life  of  Honore  de  Balzac  by  his  sister  appears  this 
interesting  passage  on  ideas  : — 

"Louis  Lambert  asks  himself  whether  the  constituent 
principle  of  electricity  does  not  enter  as  a  basis  into  the  par- 
ticular fluid  from  which  Ideas  spring.  He  saw  in  Thought  a 
complete  system,  like  one  of  Nature's  kingdoms,  a  celestial 
flora,  as  it  were,  the  development  of  which  by  some  man  of 
genius  would  be  taken  for  the  work  of  a  lunatic.  '  Yes,  all 
things  within  us  and  without  us,'  said  Louis  Lambert,  '  bear  evi- 
dence to  the  life  of  Ideas, — those  regarding  creations  which, 
obeying  some  mysterious  revelation  of  their  nature,  I  compare 
to  flowers. ' 

"  My  brother  returns  in  several  of  his  works  to  this  subject 
of  meditation.  In  the  Peati  de  Chagrin^  among  others,  he 
analyzes  the  birth,  life,  or  death  of  certain  thoughts, — one  of 
the  most  fascinating  pages  of  that  book. 

"Louis  Lambert  found  in  the  moral  nature,  phenomena  of 
motion  and  gravity,  similar  to  those  of  the  physical  nature,  and 
demonstrated  his  opinion  by  certain  examples. 

"  '  The  emotion  of  expectant  attention^  he  said,  '  is  painful 
through  the  effect  of  a  law  in  virtue  of  which  the  weight  of  a 
body  is  multiplied  by  its  swiftness.  Does  not  the  weight  of 
sentiment,  the  moral  gravity,  which  zvaiting  produces,  increase 
by  the  constant  addition  of  past  pains  to  present  pain  ?  To 
that  if  not  to  some  electric  substance  can  we  attribute  that 
magic  by  force  of  which  the  Will  sits  majestically  enthroned  in 
the  eye,  to  blast  all  obstacles  at  the  command  of  genius,  or 
breaks  forth  in  the  voice,  or  filters  visibly,  in  defiance  of 
hypocrisy,  through  the  human  cuticle  ?     The  current  of  this 


How  To  Accomplish  It.  3 

king  of  fluids  which,  under  the  high  pressure  of  Thought  or 
Sentiment,  flows  forth  in  waves,  lessens  to  a  thread,  or  gathers 
to  a  volume  and  gushes  out  in  lightning  jets,  is  the  occult  min- 
ister to  whom  we  owe  the  efforts  (be  they  fatal  or  beneficent)  of 
the  arts  and  the  passions, — the  intonations  of  the  voice,  rough, 
sweet,  terrifying,  lascivious,  horrible,  seductive,  which  vibrate 
in  the  heart,  in  the  bowels,  in  the  brain,  at  the  call  of  our 
wishes, — the  spell  of  touch,  from  which  proceed  the  mental 
transfusions  of  the  artist,  whose  creative  hand,  made  perfect 
through  passionate  study,  can  evoke  nature, — the  endless  grada- 
tions of  the  eye,  passing  from  sluggish  atony  to  the  discharge 
of  lightning-flashes  full  of  menace.  God  loses  none  of  his 
rights  in  this  system.  Thought,  material  thought,  tells  me  of 
new  and  undiscovered  grandeurs  in  the  Divine.'  " 

Ideas  come  from  all  sources.  Pick  up  a  newspaper  and  the 
brain  receives  a  score  or  more  ideas — evanescent  'tis  true — but 
sufiiciently  tableted  upon  the  memory  to  jump  into  instant 
significance  when  the  mind  calls.  Pick  up  a  book  and  presently 
the  author's  ideas  are  tincturing  the  reader's  mind.  Come  in 
contact  with  other  people— particularly  forceful  people — and  you 
are  at  once  inoculated  with  their  suggestions. 

This  is  based  upon  the  presumption  that  the  mind  is  open 
and  receptive — the  only  mind  of  value  in  ad  writing  or  any 
other  up-to-date  business.  The  prejudiced  mind — the  "shut 
in  "  mind— the  undeveloped  mind  and  the  ignorant  mind  should 
be  altogether  left  out  of  consideration.  Such  minds  neither 
give  nor  receive  impressions— in  commonplace  matters  they 
may  perform  prefunctionary  duties— but  in  ad  writing  when  so 
much  is  at  stake  upon  what  is  said  and  how  it  is  said  they  cer- 
tainly have  no  place. 

A  mind  trained  in  ad  writing,  /.  e.,  a  mind  creative,  recep- 
tive and  analytical,  can  study  a  business  in  its  many  phases  and 
rarely  does  this  mind  make  a  mistake  in  picking  out  the  best 
advertising  phase^-//!<?  best  set  of  ideas. 

Why? 

This  is  the  result  of  hereditary  influences,  later  of  school 
and  college  life,  and  still  later  of  the  business  education  which 
comes  to  the  man  of  affairs.     Here  are  three  distinct  sets  of 


'j 


4  Successful  Advertising 

influences  and  every  advertising  man  with  a  reputation  bows  his 
acknowledgments  to  each. 

The  advertising  man  should  study  his  readers  with  great 
consideration.  Advertising,  in  a  sense,  may  be  defined  as  the 
influence  of  mind  over  mind,  therefore  the  psychological  ele- 
ment in  advertising  is  a  most  important  one. 

So  much  for  the  birth  and  growth  of  ideas,  which  is  but 
very  little  indeed  !  This  great  subject  is  beyond  any  writer — 
beyond  any  human  conception. 

Now  for  the  application  of  ideas. 

Supposing  we  were  to  advertise — say  a  pen.  All  right.  At 
once  the  mental  machinery  resolves  itself  into  a  series  of  ques- 
tions and  answers  : 

What  is  the  pen  for  ?  To  write.  To  write  how  ?  To  write 
smoothly.  Anything  else?  To  write  clearly.  Anything  else  ? 
To  write  with  a  perfect  flow  of  ink.  Anything  else?  It  is  a 
durable  pen.  Anything  else?  It  is  a  strong,  yielding  pen. 
And  so  on  until  all  information  regarding  the  pen  is  extracted. 

With  this  information  before  the  ad  writer  he  or  she  (for 
there  are  quite  a  number  of  young  ladies  now  in  the  pub- 
licity field)  selects  the  most  important  and  there  we  have  a 
series  of  facts — and  facts  only. 

So  far  so  good. 

At  this  juncture  fancy  steps  in  and  lends  an  idea  or  two  to 
heighten  up  prosaic  facts.  Contrar}'  to  many  opinions  I  believe 
in  taking  the  rough  edges  off"  cold  facts — sugar-coating  them  as 
it  were — with  happy,  brief  expressions  that  have  but  an  indirect 
bearing  upon  the  subject  in  hand. 

Get  the  ideas  right  from  facts  regarding  the  pen.  Then 
get  the  ideas  right  from  fancies  conjured  up  regarding  the  pen. 
See  that  these  ideas  make  a  distinct,  positive  and  pleasant 
impression. 

After  which  hunt  up  the  right  words  to  express  these  ideas, 
which  brings  us  along  to  the  next  subject — the  treatment  of 
words. 


How  To  Accomplish 


The  Superstructure. 

Words. — Words  are  powerful,  although  but  the  expression  of 
ideas.  The  shortest  words  are  best.  The  briefest  sentences  are 
best.  The  ad  writer  finds  that  a  clean-cut,  distinct  impression  is 
best  conveyed  by  short  words  and  short  sentences. 

Long  words  and  long  sentences  are  only  permissible  when 
the  subject  is  so  exhausted  by  brief  expressions  that  for  the  sake 
of  novelty  elongated  expressions  are  a  relief.  (This  occurs 
more  often  than  the  neophyte  appreciates.  Any  old  dyed-in-the- 
wool  advertising  man,  constantly  writing  upon  a  subject,  will 
bear  me  out  in  this). 

The  old,  tried  and  constantly  used  words  are  best.  Yet  for 
the  sake  of  novelty  the  writer  should  occasionally  use  new 
words.  The  best  writers  are  those  with  the  widest  vocabularies. 
Such  writers  are  wide  readers— not  only  of  modern  and  old 
English  but  also  of  French,  German,  Italian  and  other  foreign 
tongues. 

Any  one  style — like  anything  else — becomes  wearisome  if 
given  the  reader  in  large  doses. 

If  the  writer  has  versatility — and  the  advertising  writer 
worthy  the  name  exercises  it — he  can  speak  effectively  to  his 
audience  in  several  styles. 

Emerson  has  often  been  held  up  as  a  master  of  pure,  pur- 
poseful English.  His  clear,  cold  and  crystal  style  serves  as  a 
guide  to  an  army  of  ambitious  young  writers.  Yet,  Emerson 
often  lapses  (or  takes  flights)  into  a  style  bright  with  metaphors, 
sometimes  slightly  involved,  at  times  highly  imaginative  and 
occasionally  humorous.  When  writing  his  famous  essays  he 
doubtless  appreciated  the  importance  of  diversified  forms  of 
expression,  as  no  reader — no  matter  how  sedate — keeps  his  mind 
on  a  dead  level  all  the  time.  It  has  moods  and  tenses.  The 
mentality  would  not  be  human — be  a  part  of  the  human  organ- 
ism— were  it  not  so. 

Take  any  other  great  writer  and  you  will  be  struck  by  two 


6  Successful  Advertising 

impressive  facts,  viz.:  (i)  That  he  possesses  versatility;  (2) 
That  he  is  absolute  master  of  each  style. 

To  instance : — 

Kipling  wrote  "  Gunga  Din."  What  could  be  more  force- 
ful— with  uncut  edges — than  "Gunga  Din?"  Contrast  the 
robust  "Gunga  Din"  with  the  exquisitely  finished,  haunting, 
swinging  "  Mandalay." 

Dickens  wrote  Alfred  Jingle's  expressions.  What  could 
be  more  jerky  and  suggestive — with  great  gaps  between  the 
suggestions — than  Jingle's  jingle  ?  On  the  other  hand,  Dickens 
wrote  most  feelingly  on  the  death  of  Little  Nell,  and  if  there  is 
a  more  exquisitely  finished  sketch  of  its  nature  in  existence, 
where  is  it?  Why,  the  name  of  Dickens  is  synonymous  with 
versatility — a  versatility  that  touched  every  emotion  of  the  most 
cultured  and  every  feeling  of  the  most  illiterate  ! 

As  a  supreme  instance,  take  Tennyson.  I  call  Tennyson  a 
supreme  instance,  as  a  pure  and  lofty  style  sustained  almost 
thoughout.  Yet,  if  you  wish  to  appreciate  Tennyson's  versa- 
tility read  "The  Brook,"  after  a  perusal  of  "In  Memoriam." 

It  is  self-evident  that  all  famous  writers  are  masters  of  more 
than  one  style — probably  in  obedience  to  the  great  natural  law 
that  the  human  mind  demands  variety. 

A  constant  use  of  cold  water  begets,  in  the  course  of  time, 
a  desire  for  some  other  beverage.  A  constant  use  of  some  other 
beverage  (perhaps  more  ardent)  induces  a  thirst  which  only  cold 
water  can  satisfy.  Cofiee  is  all  right  at  times.  Milk  is  all  right 
at  times.  Beer  is  relished  when  the  appetite  is  ready  for  it. 
These  observations  are  made  to  illustrate  the  fact  that,  as  the 
physical  system  demands  a  variety  of  beverages,  so  does  the 
mental  system  demand  a  variety  of  ideas,  expressed  in  varied 
styles. 

Thus,  should  the  advertising  writer  be  versatile. 

Ideas  should  be  expressed  with  force  yet  with  grace. 

Force  is  the  first  essential. 

Business  represents  progress,  viz. :  force — advertising  mir- 
rors business,  i.  e.^  force  —  and  as  a  logical  consequence 
advertising  should  be  forceful.  An  expression  cannot  make  an 
impression  unless  it  possesses  force. 


How  To  Accomplish  It.  7 

After  force  comes  grace. 

Force  alone  in  an  expression — no  matter  how  closely  it 
conforms  to  the  laws  of  grammar — gives  that  expression  a  dis- 
tasteful crudeness.  It  may  be  a  rough  diamond,  but  diamonds 
are  all  the  more  valuable  after  having  been  cut  and  polished. 
So  is  too  much  grace  distasteful.  To  express  it  perhaps  better, 
too  much  grace  is  nauseating.  In  a  sentence,  give  force  a 
slightly  greater  consideration  than  grace.  Were  I  pinned  down 
to  a  mathematical  point,  I  would  say,  give  force  two- thirds  of 
the  sentence  and  grace  one-third. 

Study  grasp. 

In  other  words,  know  your  subject. 

Grasp  is  a  quality  that  every  ad  writer  should  have.  If  he 
knows  his  subject  thoroughly,  and  is  not  afraid  to  express  him- 
self (this  confidence  is  a  matter  of  time  and  getting  acquainted 
with  his  own  ability)  he  instantly  instills  confidence  and 
impresses  the  reader  with  the  force  of  his  convictions.  If  he 
lacks  ideas,  or  the  ability  to  express  ideas,  or  is  minus  both 
essentials,  the  world  that  reads  his  advertising  considers  it  con- 
temptuously— if  at  all.  Grasp — another  name  for  strength — in 
itself  alone  never  fails  to  command  a  respectful  hearing. 

Let  me  institute  a  short  comparison  between  the  salesman 
and  the  ad.  The  good  salesman  and  the  good  ad  both  show  an 
appreciation  of  words  and  their  effect.  Neither  says  too  little, 
neither  slops  over  ;  both  are  pointed,  interesting  and  business- 
like in  their  remarks. 

Take  the  most  successful  salesman  or  business  man  of  your 
acquaintance.  Stop  for  a  moment  to  analyze  his  style  of  deal- 
ing with  men — his  delivery — his  "way  of  putting  things." 
After  subjecting  him  to  a  five  minutes'  analysis,  you  will 
conclude : 

That  he  is  natural  in  his  utterances. 

That  he  is  spontaneous  in  his  utterances. 

That  he  is  easy  in  his  utterances. 

That  he  is  business-like  in  his  utterances. 

That  he  is  devoid  of  frills,  foibles  and  fakerism,  that  he 
gives  you  the  impression,  in  short  order,  of  knowing  what  he  is 
talking  about,  and  that  the  great  charm  of  naturalness  and  off- 


8  Successful  Advertisin^sf 

liandedness  accompanies  liis  remarks.  He  is  specific,  intelligent 
and  satisfactory. 

Now  the  language  of  your  advertising  should  be  so.  It 
should  be  specific  to  the  degree  that  it  gives  necessary  informa- 
tion in  a  business-like  style. 

The  good  salesman  is  original  because  his  fund  of 
experience  and  observation  gives  his  conversation  a  charm 
peculiarly  its  own.  He  can  invest  his  tale  of  samples  with  the 
pulse-quickening  details  of  their  superiority,  their  low-priced- 
ness,  and  their  success  with  other  houses,  in  an  original  manner, 
because  these  details  are  peculiar  to  the  lines  of  goods  he  carries. 

The  good  ad  is  original  because  it  tells  the  tale  of  your 
values  in  a  manner  peculiar  to  itself.  If  you  have  a  real,  hearty 
interest  in  your  goods  and  can  write  exactly  as  you  feel  regard- 
ing their  merits,  you'll  find  no  difficulty  in  investing  your  ads 
with  sufficient  originality  to  be  interesting. 

Originality  for  originality's  sake  does  not  amount  to  so 
much  in  advertising  as  is  generally  supposed.  It  is  secondary 
to  clearness,  brevity,  and  naturalness.  The  good  advertising 
writer  cannot  help  giving  his  matter  a  tinge  of  originality, 
because  he  gives  his  subject  the  touch  of  naturalness  which 
alone  makes  it  different  from  any  other  ad. 

Then,  in  your  choice  of  words,  remember  the  good  sales- 
man or  the  good  business  man. 

Give  the  imagination  rein. 

A  vivid  imagination  instantly  sees  several  ways  of  stating  a 
truth,  yet  keeping  truth  undefiled  in  its  virgin  purity.  Such 
an  imagination,  assisted  by  a  wide  vocabulary,  can  astonish 
readers  by  the  many  different  methods  of  expressing  tlie  same 
idea.     To  illustrate  : — 

"These  suits  are  perfect  fitting,  extremely  stylish  and 
decidedly  low  priced."  The  truth  or  sense  of  which  is  not  in 
the  least  impaired  by  the  following : — 

"  These  suits  fit  perfectly,  are  very  fashionable  and  decidedly 
economical." 

Or,  "These  suits  are  stylish,  will  fit  to  perfection  and  are 
pleasantly  priced." 


How  To  Accomplish  It.  9 

Or,  "These  suits  so  stylish  and  perfect  fitting  are  priced 
extremely  moderate." 

Or,  "These  stylish  and  perfect  fitting  suits  are  indeed  lowly 
priced." 

Or,  "These  easy  priced  suits  are  stylish  and  will  fit  to 
perfection." 

Or,  "These  stylish  suits  will  fit  perfectly  and  are  great 
values. ' ' 

Or,  "These  fashionable  suits  are  gems  of  perfection,  fit  and 
economy."     Etc.,  etc. 

Prices. — Promises  are  good,  but  performances  knock  promises 
sky  high,  and  the  next  best  to  the  performance  in  advertising  is 
the  attempt  to  prove  the  performance  by  a  hard,  cold,  naked  price. 
This  price  alone  stands  in  its  eloquence  as  a  sort  of  type  demon- 
stration that  no  amount  of  argument  can  get  around. 

The  power  of  words  has  been  treated  of  in  a  previous  paper, 
the  typographical  arrangement  will  receive  due  consideration, 
and  now  that  very  important  feature  of  ad  building,  price,  will 
be  attempted. 

In  general  advertising  prices  are  very  important.  Experi- 
enced general  advertisers  will  bear  me  out  in  this.  The  great 
aim  of  advertising  is  to  sell  goods,  to  do  so,  advertising  must 
answer  all  questions  liable  to  come  in  the  mind  of  the  reader, 
and  you  may  be  sure  that  price  is  always  a  big  question.  Do 
not  forget  this  ! 

In  retail  advertising  I  consider  prices  absolutely  necessary. 
They  are  specific  and  vital.  Every  reader  of  a  retail  ad,  whether 
man,  woman,  or  child,  wants  at  the  first  blush  to  learn  the  price 
of  the  goods  in  which  he  or  she  may  be  interested. 

Interest  them  by  the  brightness  and  sense  of  your  intro- 
duction and  talk  concerning  your  goods  ;  then,  when  you  think 
you  have  their  interest  aroused  to  the  proper  pitch,  let  them 
have  your  price  or  several  prices.  Do  not  forget  to  give  the 
prices.  What  touches  the  pocket-book  touches  the  most  delicate 
nerve,  and  a  possible  buyer's  first  consideration  is  how  much 
that  delicate  nerve  is  to  be  touched  in  the  transaction. 

Apply  this  to  yourself.     When  you  see  a  necktie,  an  over- 


10  Successful  Advertising 

coat,  a  suit  of  clothes  that  strikes  your  fancy,  your  first  question 
is,  "How  much?"  It  is  the  first  thought  that  follows  in  the 
wake  of  desire.  When  this  thought  is  met  to  your  satisfaction 
you  invest  immediately  to  your  own  and  the  dealer's  benefit — 
perhaps. 

The  most  progressive  retailers  everywhere  understand  the 
eloquence  of  printed  prices.  They  stare  at  the  shopper  from  all 
sides  of  the  store  ;  from  the  windows,  show-cases,  and  the  ads. 
They  save  the  necessity  of  questions ;  they  help  to  make  shop- 
ping easy. 

A  man  walking  down  Broadway  is  attracted  by  a  clothier's 
window.  Several  garments  are  there,  tastefully  displayed.  This 
man  needs  a  Spring  overcoat.  He  sees  one  that  strikes  his 
fancy.  The  cut,  material,  and  everything  about  the  overcoat 
strikes  him  about  right.  There  are  no  price  cards  in  the 
window,  and  although  he  wonders  what  this  overcoat's  price 
might  be,  yet  his  interest  in  the  coat  is  not  violent  enough  to 
induce  him  to  enter  that  store  and  inquire.  He  is  like  the 
average  man  who  knows  he  can  see  the  duplicate  of  that  coat 
farther  along  in  his  saunter,  in  some  otlier  window,  with  the 
price  displayed.  He  does,  and  he  thinks  the  price  about  right. 
He  enters,  and  the  dealer  who  advertised  prices  won  a  customer, 
while  the  other,  who  was  dignified,  lost  a  trade. 

Money  talks.  It  makes  the  loudest  noise  in  the  commercial 
world.  It  is  the  most  eloquent  of  all  arguments  and  induce- 
ments. For  this  reason  prices  should  be  given  with  every  retail 
ad  that  aims  to  sell  goods. 

An  ad  that  simply  says  "John  Smith's  stock  is  the  largest 
and  best  selected  in  town,  and  his  prices  are  way  down,"  says 
nothing.  It  is  meaningless.  Almost  every  retailer  tries  to  give 
that  impression  in  his  ads,  but  no  impression  is  made  unless 
something  specific  is  said— unless  items  and  prices  are  given. 

There  is  such  an  error  as  running  in  too  many  prices  in  an 
ad.  Too  many  prices  not  only  tend  to  beget  confusion,  but  also 
overcrowd  the  ad.  One  or  two  good  items  and  prices  rightly 
put  are  worth  a  dozen  indiflferently  given. 

When  you  speak  of  a  line  of  neckwear,  a  suit,  an  overcoat, 
or  what  not,  give  a  clear,  detailed  description  of  the  article  and 


How  To  Accomplish  It.  11 

a  suggestion  as  to  its  use  ;  then  give  your  price.  Give  the  price 
every  time.  Most  masculine  minds  are  logical  ;  they  like  to  get 
all  the  main  facts  about  goods  they  are  likely  to  buy,  and  price 
is  frequently  the  most  important  consideration. 

The  woman  of  the  family  who,  by  the  way,  does  most  of 
the  family  shopping,  and  nearly  always  influences  her  husband 
and  brother  when  she  does  not  do  the  direct  buying  for  them, 
is  always  occupied  with  the  ways  and  means  question,  and  a 
retail  ad  addressed  to  her  is  pointless  without  prices.  She  con- 
siders prices  closely.  She  makes  mental  memoranda  as  to  how 
far  her  dollars  can  stretch  before  she  starts  on  a  shopping 
expedition.     The  advertised  prices  help  her  in  this. 

Take  the  ads  of  the  best  advertisers  in  New  York  and  else- 
where, and  you  will  always  notice  they  give  great  consideration 
to  prices. 

I  have  noticed  in  my  advertising  experience  with  various 
concerns,  that  buyers  of  departments,  the  real  powers  in  a  store, 
are  always  anxious  to  run  in  a  whole  lot  of  figures.  They 
know  that  figures  are  the  greatest  factors  in  swinging  trade,  and 
they  usually  want  these  figures  set  in  the  largest  sort  of  type, 
under  the  mistaken  impression  that  the  larger  the  type  the  more 
attractive  is  the  price. 

Ordinary  display  type  for  figures  brings  in  as  much  trade 
as  the  tremendously  large  type.  Why  ?  Because  the  ordinary 
reader  notes  the  average  size  type — the  type  this  article  is 
printed  in,  for  instance,  as  it  can  be  easily  read,  and  when  read 
is  read,  and  that  is  all  that  type  is  for,  anyway.  Large  type 
makes  me  think  of  Coney  Island  barkers  or  Bowery  pullers-in. 
They  try  by  main  noise  and  gesticulation  to  influence  people. 
Advertising  should  be  sensible  and  convincing  ;  large  type  alone 
doesn't  make  it  so,  and  large  type  alone  for  figures  doesn't  add 
any  alarming  force  to  their  value.  When  in  conversation  with 
another  man  you  do  not  care  to  have  him  shout  at  you  as  though 
you  were  deaf.  You  much  prefer  to  have  him  speak  in  an  easy, 
cultivated  tone. 

And  that  is  how  advertising  should  be  given — in  an  easy, 
cultivated  tone.  The  arguments,  items,  and  prices  will  make 
the  better  and  more  lasting  impression  when  delivered  thus. 


12 


Successful  Advertising 


Give  clever,  pointed  headlines,  good,  strong  arguments, 
clear  and  satisfactory  details  in  items — never  forget  your  best 
prices;  have  the  whole  properly  typographed  in  the  right  sort 
of  mediums,  and  then  you  can  rest  easy  that  your  advertising  is 
about  right. 

The  Essentials. 

Displaying  Items  and  Prices.— Here  is  a  subject  that  should 

be  seriously  studied  by  every  advertiser.  Small  things  count  in 
advertising  as  well  as  in  everything  else,  and  although  this  is 
apparently  a  small  point  in  a  big  subject,  yet  it  is  a  point  that 
assumes  enormous  proportions  when  you  come  to  figure  up  it's 
results  in  the  course  of  a  year. 

Lying  on  my  desk  are  perhaps  a  score  of  clipped  paragraphs 
relating  to  items  and  prices.     They  represent  various  styles  of 
set-ups,  and  occasionally,  in  the  course  of  this  article,  I  will  lay 
aside  my  pen  for  the  mucilage  brush  and  paste  the  said  para- 
graphs on  my  copy  to  illustrate  this 
talk.     First  comes   an  old  friend — 
one  of  those  styles  of  set-ups  which 
flourished  in  1871,  and  which  is  still 
found  in  evidence  with  some  adver- 
tisers even  to-day. 

This  type  arrangement  is  anti- 
quated, and  it  wastes  a  lot  of  very 
valuable  space.  It,  however,  has  the 
saving  merit  of  bringing  out  thei:)rice 
in  a  conspicuous  manner,  although  the  name  of  the  article  is 
not  so  conspicuous.  The  name,  however,  is  plain  enough  to 
be  easily  read. 

The  second  specimen  shows 
another  old  acquaintance  to  which 
the  same  criticism  could  be  applied, 
with  the  added  suggestion  that  a 
heavier- faced  type,  such  as  How- 
land,  De  Vinne  or  Gothic  could  be 
used  for  the  price. 


25  Pieces  of  Extra  Heavy  2 

ply  Ingrains,  in  lengths 

of  15  yards  each 

$3.50. 

100  Pieces  of  Extra  5  Frame 

Body  Brussels,  in  lengths 

of  20  and  25  yards,  at 

$12.00. 


At 

IOC. 

ivT     buiiille,    bfst 

imi«->rtecl  <niality  ; 

reL,'ul:irl\-  I'Jc. 

At 

19c. 

IV'uutifiil      Ameri- 
c.iii    ('r\>t.vl    lilass 
nu-FlowT    iroM- 
crs.  lJiiu'lu'shi:,'h  ; 
rei:uliirly'."Jc.ortrli. 

How  To  Accomplish  It. 


13 


Ha 


ittle  Vflvtt 
ith  rililx)!!, 
wings,  birds,  or  oruaiuent.-^,  at 
$5.  Philadelphia  hasn't  had  su^h 
a  treat  in  millinery !  We've 
artistic  workers  and  they're  busy 
as  bees. 


With  many  price  is  first  consideration,  and  the  housewife 
running  an  economical  eye  do-wn  the  price  list  of  crockery 
values  would  have  no  special  comment  to  make  on  the  above 
set-up,  excepting  making  a  possible  grimace  at  the  small  type 
in  which  the  item  is  set. 

Here  is  an  example  of  the  Wanamaker  idea  of  set-up.  It 
gives  first  consideration  to  a  display  of  the  article  advertised. 
The  price  in  this  instance  is  found 
in  the  body  of  the  "  talk,"  set  in 
the  usual  type. 

This  makes  a  very  neat  arrange- 
ment, and  to  my  mind  is  very  sat- 
isfactory in  such  advertising  as  this 
house  puts  forth.  In  certain  sec- 
tions of  this  country,  where  money  is  a  rarer  article  than  it  is  in 
Philadelphia  and  New  York,  it  would  be  a  very  important  point 
to  display  the  price  better. 

Now  we  have  another  style. 
Again  the  price  is  given  foremost 
consideration  in  the  display — the 
name  being  lost  in  the  "talk." 

This  is  a  very  fair  style  of  set-up, 
little  space    being  lost  in  the  ar- 
rangement.     A  further  perusal  of 
this  article  will  show  an  improve- 
ment. 
Here  is  a  very  handsome  spe- 
cimen clipped  from  a  Chic?igo  pa- 
per : 

It  has  the  merits  of  a  handsome 
set-up — the  type  is  neat  and  pleas- 
ing. The  article  advertised,  how- 
ever, is  not  displayed — probably 
the  advertising  man  thought  the 
symmetry  ofthe  ad  would  be  affect- 
ed if  he  displayed  the  shoe  names. 
The  architect  of  the  attempt 
at  the  top  of  the  next  page  evident-        midsummer   modes- 2.05 


He  IS  giving  us  some 
air.     Let    us    prepare 
sudden     changes. 
Our  medium  weight 
Cassimero  Suits  and 
Tweeds  are  just  the 
correct     weight    for 
the    present.      They 
ara       all       stylishly 
made,     elegantly 
trimmed,   perfect   in 
fit.      Pretty      nearly 
every    size    too. 
Come  in. 


cool,  crisp, 
for  these 
SPECIAL 
PRICES: 

$6.25 
$7.50 

And 

$9.00 

Any  suit 
is  worth 
double. 


Superb  S5  and  SO  shoes— 
'-'essy  and  durable— con- 
hti  acted  on  correct  prin- 
ciples-new,  drawn-out, 
shupely  toes— genteel  ef- 
fects—  new  browns  or 
black— very  finest  im- 
ported uppers  —  perfect 
shoemaking  — only  here 
and  only  Saturday. 
Faultless  $i  and  S-5  shoes 

—  the  most  fashionable 
footwear  —  finest  chrome 
and  Parisian  kid— lace  or 
button — newest  toes  and 
tips  —  exquisite  ell'ects  — 
Saturday. 

Exquisite  S4  Oxford  ties 
— new  browns,  black  and 
tans  —  hand-turned     soles 

—  cloth  and  kid  top  — 
easy,  elegant  — the  latest 
midsummer  modes  — 
Saturday. 


3:75 


2.i^ 


14 


Successful  Advertising 


Here  is  a  /^  r»  l>  a  r  g  a  i  n 
such  as  you  ^^  I/'  seldom  see, 
even  af*^*^^^the  great 
'•  Plymouth."  Sixty  liozeii  fancy 
colored  percale  blouses,  made  in 
the  Fanntleroy  style,  with  large 
collar,  turn  back  cuffs,  all  with  a 
deep  rullle.  Forty  difFerent  pat- 
terns to  choose  from.  These 
goods  are  worth  .50c  to  any  one  at 
any  season  of  the  year.  For  this 
two  days'  sale  they  will  be  sold 
for  only 


25c 


ChifioDoiers 

Thoroughly   well   made 
to  our  special  order,  of 
solid,  Oak,  highly 
polished,  G.OO 


ly  scratched  his  head  for  a  typo- 
graphical arrangement  before  it  was 
bronght  forth. 

The  reader  can  make  his  own 
comment  upon  the  arrangement 
given.  As  there  is  a  large  jump  in 
the  first  sentence,  and  it  is  likely 
to  bewilder  the  reader,  it  violates 
one  of  the  first  principles  of  adver- 
tising— viz.,  clearness. 
The  following  is  a  neat  style  of  set-up  : 
Both  the  name  of  the  article 
and  price  are  well  displayed.  If 
the  price  were  in  the  same  type 
as  is  the  name,  the  result  would  be 
more  harmonious  and  the  rule  could 
be  well  eliminated.  Yet  a  page  or 
half  page  of  items  all  set  up  in  this 
style  under  a  suitable  general  head  would  make  a  very  effective 
typographical  showing. 

This  is  a  pleasing  example  : 
The  two  small  black  rules  with 
the  prices  help  an  effect.     The  ap- 
pearance  is    neat   and    clean,  and 
clothiers  could  apply  it  to  their  ad- 
vertising with  advantage. 
The  following  style  is  also  very  commendable  : 
The  items  and  prices  are  well 
displayed.    The  em  indention  in  the 
''  talk  "  helps  the  display  line  stand 
out.    Yet  it  is  possible  to  study  econ- 
omy even  on  such  an  excellent  ex- 
ample.    Follow  this  article  and   I 
will  tell  you  how,  as  it  is  a  matter 
of  deepest  importance  to  the  up-to- 
date  advertiser  that  these  details  be 
given  full  consideration.  The  exam- 
ple on  next  page  .shows  the  "how." 


Spring  Business  Suit 
of  Cheviot,  in  fancy 
mixtures  of  plaids, 
at 

Have  you  seen  those 
Bicycle  Breeches 
we  sell  at 


Men's  Serge 
Coats 

In  black  and  blue,  skele- 
ton lined,  sewed  with 
silk  throughout,  strap 
or  plain  seams,  suit- 
able lor  street  or  office 
wear.  The  etjual  of 
any 
$5" 


y  shown  iit  <t  5     -j  r' 
;  our  price  »P  7  •  -^  ^ 


How  To  Accomplish  It. 


15 


Men's  Serge 

/^^o-fc    I^^     bhick     or 

WUdLS  blue,  skeleton 
lined,  sewed  witli  silk 
throughout,  strap  or  plain 
seams  suitable  for  street 
or  office  wear.  The  equal 
of  any  shown  at  d?  ^  --i  r 
$5.00  ;  our  price  •P^.^^ 


If  you  study  the  example  given 

opposite  )-ou  will  find  no  waste  what- 
ever of  valuable  newspaper  space. 

The  item  and  the  price  stick  out  in 

display  type — the  body  of  the  ad  is 

easily  read  and  the  appearance  of  the 

whole  is  satisfactory.  Such  effective 

advertising   as   this   illustrates   the 

beneficial  work  of  a  good  ad  writer. 

Still  another  example  and  I  will  come  to  a  close  : 

Quite  a  bit  of  space  wasted  here, 
eh  ?  and  the  display  a  little  bit  ec- 
centric ?  Yet  it  is  an  eye-catcher, 
and  the  man  who  arranged  it  very 
likely  treated  himself  to  an  extra 
cigar  after  he  contemplated  its  ap- 
pearance. But  he  ought  to  remem- 
ber a  very  important  advertising 
adage  that  "  while  good  is  good, 
somethine  better  beats  it,"  and  if  he 


Serge.... 


1  u  i  1 3  of  several 
shades  of  Clay 
Worstered  Mater- 
ial, stylish  and 
cool,  as  any  well- 
to-do  person 
would  ask  for  and 
selling  at  a  price 
that  will  enable 
the  most  eco- 
nomical buyer 
to  select  from. 


10.00 


would  stop  to  think  that  a  little  study  would  improve  the  arrange- 
ment and  save  his  employer  a  five  dollar  bill  on  that  one  item 
in  newspaper  space  alone,  to  say  nothing  of  pulling  double  or 
treble  that  amount  in  trade,  he  would  accomplish  a  little  some- 
thing in  the  direction  of  good  advertising. 

For  general  retail  advertising  I  consider  the  next  to  the  last 
specimen  the  best  type  arrangement  for  items  and  price.  It 
displays  what  is  necessary  to  be  displayed  and  does  not  waste 
space. 

Occasionally,  for  the  sake  of  variety,  it  would  be  well  to 
try  a  different  set-up,  but  before  you  do  anything  you  should 
study  economy  in  space  and  effectiveness  in  display.  If  you 
hit  upon  a  good  economical  typographical  arrangement  for  your 
items,  stick  to  it.     This  is  a  good  general  rule  to  follow. 

Preparing  Advertising  Copy  for  the  Printer.— A  friend  of 
mine— a  business  manager  for  an  out  of  town  daily  paper — 
asked  me  to  write  an  article  on  this  subject.  He  says  what  only 
too  many  newspaper  men  in  his  position  say,  that  the  way  in 


16  Successful  Advertising- 

which  the  advertising  copy  comes  to  his  printers  is  enough  to 
make  the  judicious  grieve. 

When  a  man  is  going  to  furnish  a  room  he  takes  a  good 
look  at  it  before  putting  furniture  in  it.  Why  can't  he  do  the 
same  before  filling  up  his  advertising  space — take  a  look  at  his 
space  then  run  in  words  and  illustrations  accordingly. 

If  he  crowds  in  too  much  matter  the  ad  is  overcrowded, 
therefore  unsightly— if  he  runs  in  too  little  matter  the  ad  looks 
skimpy,  extravagant  and  unbusiness  like. 

The  point  is  to  fill  the  space  with  just  enough  matter  to 
make  a  striking,  meaty  ad. 

With  amateur  ad  men  the  best  method  is  to  measure  a  space 
on  a  blank  sheet  of  paper  about  three  times  the  size  of  the  ad 
and  lay  out  the  display  lines  and  body  as  they  should  appear  in 
print.  The  printer  can  grasp  the  salient  points  very  quickly 
from  such  a  layout.  The  average  advertising  manuscript  is 
about  three  times  the  size  of  the  ad  in  print.  Some  are  much 
more — some  much  less.  Of  course  this  depends  upon  the  idio- 
syncracies  of  the  w^riter. 

As  a  general  proposition  two  styles  of  type  are  quite  suffi- 
cient for  an  ad.  When  I  say  two  styles  I  do  not  mean  two 
sizes,  but  two  styles  in  all  the  sizes  that  uniformity  and  good 
taste  may  demand. 

Thus  for  the  principal  display  line  thirty-six  point  DeVinne 
may  answer,  for  sub  displays  eighteen  or  twenty-four  point 
DeVinne  would  be  necessary.  When  DeVinne  is  used  for  the 
leading  display  line  use  it  throughout  for  all  display.  When 
Gothic  is  used  for  the  leading  display  line  use  it  in  its  various 
point  sizes  for  all  the  other  display  lines. 

Any  printer  can  subject  this  to  all  sorts  of  changes,  but  it 
will  be  noted  that,  when  the  same  style  of  type  is  used  through- 
out for  display  lines,  the  result  is  neat  and  uniform. 

There  should  also  be  uniformity  in  body  type.  When  an 
item  is  set  in  Nonpareil,  its  neighbor  item  set  in  pica,  and 
another  near  item  set  in  Brevier,  the  result  is  displeasing  to  any 
eye.  As  a  rule,  all  items  in  a  retail  ad  should  be  set  in  the  same 
style  of  type.  Nonpareil  is  a  favorite  type  with  metropolitan 
advertisers. 


How  To  Accomplish  It.  17 

Small  Pica  for  body  of  headings  or  introductories  is  a  type 
much  used. 

Here's  a  case  where  the  displays  are  in  one  style  of  type, 
various  sizes.  The  introductory  body  is  in  Small  Pica  and  body 
of  the  items  in  Nonpareil.  Note  the  uniform  and  business  like 
effect : 


Men's    and    Boys'   Clothing. 

After  Stocktaking,  Clearance  Prices. 

Stocktaking  finds  us  with  too  many  men's 
and  bo3^s'  Outer  Garments.  It  is  our  policy 
when  we  recognize  an  error  to  correct  it  in  the 
quickest  way  possible,  that  is  why  these  prices 
insure  quadruple  our  usual  sales  on  Saturday. 


Men's  $4  Tousers,  $i.7S,  made  of 
good  quality  worsteds  aud 
ohevolts,  neat,  iiiediuni  and 
dark  ellecis,  extra  weil  made, 
wear  well,  perfect  titling,  price, 
*"-75- 

Men's  $12.00  and  $15.00 Suits,  $7.50, 
iu  black  ciay,  vicuna  and  fancy 
worsteds  and  clievoits,  strictly 
all  wool,  nobby  patterns,  heavy 
and  medium  weiglits,  best 
(iuallty  of  linings,  equal  to  mer- 
chant tailoring,  price,       $7.50. 

Boy's  $3.50  Suits,  Si. 75,  made  of 
all  wool  navy  blue  and  mixed 
c  lie  volts  double  breasted, 
good,  desirable  patterns,  made 
with  double  seal  and  knees, 
will  wear  like  iron,  7  to  15 
years,  price,  $1.75. 


Men's  $12.00  and  $15.00  Ulsters  and 
Overcoats,  $7.50,  in  Oxford 
grays,  all  wool,  extra  long  cut, 
best  quality  lining,  good  value, 
price,  $7-5o. 

Men's  $2.00  Alpine  Hats,  69c.,  in 
brown,  tan,  pearl  and  cedar, 
good  grade,  sizes  6^8  to  7  only, 
price,  69c. 

Boys'  $4.50  Suits,  $2.65,  three  piece 
cutaway  sack  coat,  neat  mixed 
cheviots  In  checks,  stripes  aud 
plain  colors,  11  to  15  years, 
worth  $4.50,  now  $2.65. 

Boys'  7SC.  Flannel  Waists,  30c.,  In 
navy  blue  and  red,  small  collar, 
plaited  front  and  back,  fast 
colors,  6  to  12  years,  worth  75c., 
at,  3.>c. 


I  believe  in  borders.  They  are  to  most  ads  what  frames  are 
to  pictures.  At  any  rate  they  throw  the  ads  into  bolder  relief. 
I  believe  in  illustrations.  Apart  from  their  practical  value  in 
picturing  the  articles  and  so  creating  a  stronger  demand  for 
them,  they  help  to  make  the  advertising  more  artistic.  I  believe 
in  rules.  Two  light  rules  between  departments,  either  short  or 
long,  two  dark  rules  or  a  dark  and  a  light  rule,  serve  to  set 
oflf  the  ad. 

I  believe  in  boxes.  A  box  of  four  rules  about  a  price  or  an 
article  makes  it  stick  out  better. 

Tf  you  see  a  style  of  set-up  that  strikes  your  fancy  and  vou 

2 


18  Successful  Advertising" 

wish  your  ad  set  up  in  the  same  style  do  not  bother  marking 
each  line  of  type.  Simply  clip  that  set  up — paste  it  on  the 
margin  of  your  copy  and  mark  "follow  copy."  This  saves  you 
and  the  printer  time  and  fuss.  The  advertiser  who  studies  dis- 
play, studies  a  very  important  feature  of  advertising.  Unless 
advertising  catches  the  eye  it  is  not  of  much  use.  Unless  the 
advertiser  works  in  harmony  with  the  printer  so  as  to  bring  out 
the  right  display  effects  he  cannot  expect  to  get  striking  ads. 
Talk  is  all  right,  but  this  talk  has  to  be  well  dressed. 

Advertising  space  is  valuable  enough  to  be  filled  up  rightly. 
To  the  advertiser  who  takes  a  genuine  interest  in  his  work  the 
matter  of  display  is  always  interesting.  Display  can  take  a 
thousand  forms.  The  fertility  of  ideas  that  a  study  of  display 
can  cause  is  wonderful.  The  oldest  and  wisest  advertiser  will 
find  in  his  display  work  alone  a  constant  source  of  inspiration 
and  enthusiasm. 

The  advertiser — not  the  printer — is  responsible  for  the  dis- 
play. The  advertiser  is  supposed  to  furnish  the  ideas — the 
printer  to  carry  them  out,  but  the  latter  cannot  do  it  unless  the 
former  expresses  them  clearly. 

That  is  why  the  advertiser  should  study  the  advertising 
space  at  his  disposal,  and  in  his  mind's  eye  have  a  good  idea  of 
how  the  ad  will  appear  in  print  even  before  he  touches  his  ink 
to  paper. 

The  Embellishments. 

Types. — As  words  are  but  the  vehicles  of  ideas,  so  are 
types  the  vehicles  of  words.  As  certain  words  are  bizzare,  so 
are  certain  types  bizzare.  As  certain  words  are  commonplace, 
so  are  certain  types  commonplace.  Types  alone  wield  a  psycho- 
logical influence,  but  not  to  the  degree  that  ideas  and  words  do. 

Even  the  most  casual  student  of  advertising  is  aware  of 
the  importance  of  certain  types  at  certain  times. 

An  opening  announcement  of  say  millinery  is  seen  to  best 
advantage  in  Script  type.  Plain  type  proves  all  right  in 
every  day  advertising  but  there  are  state  occasions — as  it  were — 
in  business  when  Script  type  and  Script  only  satisfies  taste  and 
judgment.     There   are   several    styles   of  Script  type,  but  here 


How  To  Accomplish  It.  19 

it  is  not  necessary  to  wander  into  a  maze  of  details  regarding 
them.  When  you  are  in  doubt  as  to  this  point,  leave  it  to  the 
judgment  of  a  good  printer. 

Referring  to  the  plain  type — which  as  a  general  pro- 
position should  be  the  type  in  which  all  ads  should  be  set 
— there  are,  of  course,  several  kinds,  and  this  matter  is  important 
enough  to  detail. 

Details. — Small  Pica  makes  excellent  body  type  for  ads  of 
clothing  for  men,  women  and  children,  furniture,  upholstery,  car- 
pets, rugs,  real  estate  and  such  material  merchandise  as  yield  a 
good  percentage  of  profit  on  their  sales.  This  fair  percentage  of 
profit  implies  that  a  fair  degree  of  liberality  could  be  used  in 
the  advertising.  With  other  lines  of  goods  in  which  the  margin 
of  profit  is  smaller,  a  smaller  type  like  Brevier  or  Nonpareil 
should  be  used. 

Agate  or  even  Pearl  is  used  by  a  great  many  advertisers, 
frequently  because  of  the  idea  that  the  sale  of  their  goods  show 
but  a  small  profit  and  often  from  a  mistaken  idea  of  economy. 
For  it  is  not  true  economy  to  set  up  an  ad  in  type  so  small  as  to 
strain  the  eyes. 

A  barrier  to  business  is  put  up  right  there.  In  making  up  a 
page  ad  use  a  uniform  body  type  throughout.  Nonpareil 
answers  this  purpose  with  a  great  many  good  advertisers.  It  is 
a  fair  size,  is  easily  read,  does  not  strain  the  eyes,  and  one  can  say 
a  lot  with  Nonpareil  type. 

Display  type  in  a  large  ad  should  also  be  uniform.  There 
may  be  occasions  when  it  is  as  well  to  emphasize  a  certain 
offering  with  different  display  of  body  type,  but  this  is  at  the 
expense  of  uniformity.  Hence,  as  a  general  rule,  it  is  not  advis- 
able. Regarding  display  type,  if  there  is  anything  that  answers 
the  canons  of  art,  dignity  and  business  better  than  De  Vinne,  I 
have  yet  to  learn  it.  Rowland  is  also  a  very  sightly  type  and 
Jensen  is  popular— deservedly  so— for  it  is  an  eye  catcher,  and  at 
the  same  time  business-like.  Jensen  Condensed  is  another 
modern  type  that  has  recently  grown  very  popular,  for  it  is 
extremely  economical.  Roman  display  is  antiquated,  so  is 
Gothic.  Gothic  is  a  plain,  bLmt  letter  that  suggests  the 
amenities  of  trade  about  as  elegantly  as  a  burly  night  watchman. 


20  Successful  Advertising 

Ideas  are  the  reflex  of  the  master-mind  behind  the  business 
words.  As  the  expression  of  these  ideas  and  types  are  the  expres- 
sions of  these  words,  so  it  will  be  seen  that  types  alone  help  to 
indicate  the  motives  of  the  business  and  the  men  connected 
with  it. 

Some  advertisers  have  so  pronounced  an  individuality  that 
they  insist  upon  an  individual  type,  purchased  for  their  own 
exclusive  use.  As  individuality  has  a  certain  commercial  value, 
so  is  this  individuality  in  type  of  distinct  business  value.  At 
any  rate  their  ads  are  dressed  different  to  other  ads,  which  alone 
forces  recognition. 

Some  kinds  of  business  are  associated  with  ease,  luxury, 
richness  and  grace — ^jewelry  for  instance  ;  art  goods  for  instance ; 
silverware  for  instance.  The  advertising  of  such  businesses — 
in  conformity  v/itli  popular  impressions  of  high  grade  trades — 
should  be  in  type  that  reflects  these  qualities.  Here  is  where 
the  exclusive  Old  English,  the  high  class  Script  or  the  superb 
and  shapely  De  Vinne  is  seen  to  advantage.  Other  lines  of 
trade  stand  for  downright  utility,  with  accompaniments  of  fads 
and  fashions — clothing  for  instance  ;  furnishings  for  instance  ; 
interior  decorations  for  instance.  Such  lines  are  well  advertised 
by  De  Vinne  or  Jensen  for  display  or  Small  Pica  for  body.  And 
to  carry  the  analogy  still  further,  look  in  the  trade  papers 
advertising  such  heavy  necessary  merchandise  as  steel  rails, 
spikes,  machinery,  etc.,  and  you  will  notice  how  much  the 
blunt,  business-like  Gothic  is  in  evidence.  So,  taking  it  all 
in  all,  there  is  an  intimate  connection  between  the  business 
advertised  and   the  type  to  advertise  it. 

Now  for  the  psychological  influence  of  type.  Have  you 
often  in  opening  an  evening  paper  been  shocked  by  the 
tremendous  and'  outrageous  type  on  the  first  page  ?  That  is,  it 
may  shock  you,  gentle  reader,  working  all  day  in  an  office  where 
business  runs  on  a  quiet,  systematic  basis,  and  living  in  a 
house  where  order  is  always  observed.  But  stop  and  think  of 
the  thou.sands  it  does  not  shock.  The  paper  appeals  to  that 
class,  not  to  you.  That  class  may  work  all  day  in  a  boiler 
factory  ;  in  a  sweat  shop,  where  the  whir  of  machinery  is  only 
drowned  by  the   shrieking  of  taskmasters;  on  the  dock  where 


How  To  Accomplish  It.  21 

the  trundle  of  barrows,  the  clanking  of  chains,  and  the  hissing 
of  steam  is  constant  ;  or  in  the  tunnel  where  the  drip,  drip,  drip 
of  water  is  lost  in  the  eternal  picking,  shovelling,  blasting  and 
noise  overhead  of  vehicles.  They  do  a  day's  work  under  such 
conditions.  They  then  go  home — to  the  tenement  house  region 
— where  the  noise  of  surface  and  elevated  trains  pursue  them, 
and  the  influences  of  corner  saloons  are  felt  in  tenement  house 
fights,  which  are  every  night  occurrences.  Such  readers  demand 
excitement,  and  excitement  must  be  kept  up,  even  to  the  type. 

On  the  other  hand  there  is  the  exquisitely  sensitive,  the 
highly  cultured — the  "hot-house  variety" — who  are  best  appealed 
to  by  type  neat,  artistic,  refined  and  dignified.  If  you  will  look 
over  the  pages  of  high  class  society  papers  you  will  see  this 
point  well  illustrated. 

The  connection  between  types  and  the  various  minds 
influenced  by  printer's  ink  is  so  subtle  that  many  advertisers 
may  not  recognize  it.  But  this  connection  however  exists,  its 
influence  is  evident  to  those  who  study  it,  and  no  matter  how 
subtle  and  evanescent  it  may  seem,  yet  it  is  sufficiently  impor- 
tant to  be  studied. 

Borders  can  be  used  to  advantage.  White  spaces  should 
be  studied.  White  spaces  throw  the  printed  matter  into  greater 
relief,  and  when  used  judiciously  are  all  right. 

It  is  a  good  plan  once  in  a  while  to  use  either  a  single  or 
double  set  of  heavy  or  light  rules  to  box  in  a  portion  or  whole 
of  your  ad.  Such  a  rule  box  made  about  a  paragraph  or  item 
m.akes  it  stand  out.  When  a  box  rule  or  several  are  used  in  an 
ad,  always  run  a  border  about  the  whole  ad. 

If  you  are  in  the  habit  of  using  borders,  and  it  is  a  good 
habit,  change  them  every  once  in  a  while.  If  you  can  afibrd  it 
get  a  set  of  borders  for  your  own  exclusive  use.  Acting  on  the 
same  thought,  it  is  a  splendid  idea  to  have  your  own  type. 
There  is  an  exclusiveness  and  richness  about  such  ads  which 
only  the  possession  of  a  particular  font  of  type  can  give. 

If  you  can  afford  to  own  your  own  types  and  borders  you 
possess  a  distinct  advantage  over  your  competitors,  from  the 
fact  that  your  ads  possess  an  individuality  which  their' s  do  not. 


22  Successful  Advertising 

Illustrations. — Illustrations  have  been  part  and  parcel  of 
advertising  a  long  time — they  will  always  remain  an  impor- 
tant factor  for  the  advertiser  to  consider.  For  they  have  proven 
their  practical,  money-bringing  worth  and  whatever  does  that 
is  certain  of  the  advertiser's  distinguished  consideration. 

An  illustration  in  an  ad  bears  about  the  same  relation  to 
the  article  advertised  as  does  the  text.  Whether  to  simply  pic- 
ture the  article  or  to  illustrate  its  purpose  is  a  matter  for  the 
artist  and  advertiser  to  consider  and  decide. 

Cut  and  dried  rules  are  out  of  the  question.  Sometimes 
the  articles  should  be  pictured  with  photographic  fidelity; 
sometimes  the  article  should  be  simply  suggested  ;  sometimes 
the  article  with  its  purpose  should  be  illustrated  ;  sometimes 
the  purpose  alone  is  all-sufficient  in  a  picture,  and  sometimes  the 
illustration  that  serves  simply  as  a  decorative  border,  panel  or 
decoration  is  all  that  may  be  necessary. 

One  thing  is  sure.  You  cannot  get  the  same  eflfect  with  a 
cut  in  a  newspaper  that  you  can  in  a  magazine,  book  or  book- 
let. The  paper,  printing  and  ink,  cause  this  difference — a  differ- 
ence that  has  surprised  and  pained  many  an  embr}'o  advertiser. 

"  Line  cuts  "  or  outline  cuts  are  best  for  newspaper  work. 
Shaded  cuts  are  apt  to  smudge.  All  newspaper  cuts  should 
be  engraved  deep  and  drawn  with  bold,  clean  and  sharp  lines. 

Wood  cuts  are  excellent  for  magazine  and  booklet  work,  as 
well  as  for  the  higher  grade  of  newspapers.  For  cheap  publi- 
cations, /.  <?.,  publications  that  use  cheap  paper  and  ink,  wood 
cuts  should  be  cut  extra  deep.  Wood  cuts — good  ones — are 
rather  expensive,  and  for  this  reason  many  advertisers  do  not  use 
them. 

Half-tones  produce  beautiful  pictures,  especially  when 
advertising  articles  of  feminine  wear  in  magazines  and  high  grade 
booklets,  catalogues,  etc.  Speaking  about  catalogues,  I  saw  the 
other  day  a  shoe  catalogue  in  which  all  the  shoes  were  illus- 
trated with  half-tones.  The  paper  was  superfine,  the  press- 
work  admirable,  and  you  could  fairly  see  the  polish  reflected 
from  the  shoes.  The  morning  sun  shining  on  the  bootblack 
stand  in  front  of  the  Tribune  building,  and  smiling  at  the  best 
efforts  of  the  bootblack,    never  shone  with    a   brighter   patent 


How  To  Accomplish  It.  23 

leather  reflection  than  did  the  lustre  from  these  half-tone  shoes. 
Each  illustration  had  a  light  rule  square  about  it,  and  it  was 
surprising  how  well  this  frame  set  off  the  picture. 

Which  suggests  a  good  idea  ! 

The  next  time  you  use  an  illustration  in  your  ad  have  a 
light  rule  about  it.  It  makes  no  matter  whether  the  cut  be  large 
or  small  you  will  notice  a  neater,  smarter  and  more  business 
like  air  to  it. 

As  outline  cuts  are  the  cuts  most  used,  a  little  talk  regarding 
them  may  not  be  out  of  place.  An  outline  cut  goes  through 
three  hands,  viz.  : 

The  artist's. 

The  engraver's. 

The  electrotyper's. 

It  is  unnecessary  to  go  into  details,  as  it  is  presumed  that 
the  artist,  engraver  and  electrotyper  know  their  various  duties 
to  perfection.  But  it  may  be  here  remarked  that  the  first 
impression  of  a  cut  is  the  clearest  and  best — that  succeeding 
impressions  grow  more  and  more  indistinct.  An  engraving 
prints  clearer  than  an  electrotype,  and  the  first  dozen  electro- 
types print  better  than  the  next  dozen,  and  so  on. 

If  you  give  a  cut  to  a  big  daily  newspaper  and  wish  impres- 
sions of  that  cut  for  several  newspapers,  you  can  get  papier- 
mache  impressions  technically  known  as  matrices.  Advertisers 
find  these  matrices  ver>'  handy,  as  they  can  be  wrapped  up  in 
small  packages  and  mailed  from  point  to  point  at  little  cost 
Again  it  may  be  here  remarked  that  each  succeeding  impression 
from  a  matrix  grows  fainter  until  it  is  possible  to  arrive  at  a 
point  when  matrix  impressions  grow  so  indistinct  and  blurred 
as  to  be  worthless.  Before  concluding  these  remarks  it  may  be 
well  to  say  a  little  something  about  the  connection  between  the 
text  and  its  illustration.  One  helps  the  other.  The  illustration 
pictures  the  merchandise  and  arouses  interest — the  text  with  its 
good  argument,  clever  talk  and  price  quotation  clinches  this 
interest. 

The  relation  between  the  illustration  and  the  text  is  inti- 
mate.    Both   are  there  for  a  business  purpose — to  sell   goods. 


24  Successful  Advertising 

There  may  be  art  in  advertising,  but  first  there  is  business  in 
advertising. 

Art  for  art's  sake  is  distinctly  out  of  place  in  advertising,  but 
art  for  businesses  sake  is  eminently  fit  and  proper.  Business  in 
its  coldest  and  most  forbidding  aspects  recognizes  art  and  when 
one  considers  that  business  when  selling  goods  puts  on  its  most 
benign  and  pleasant  aspect,  then  is  understood  why  art  is 
heartily  welcomed.  In  fact,  art  enters  into  about  every  human 
relation,  emotion,  viewpoint  and  consideration,  and  as  advertis- 
ing plays  a  leading  part  in  human  afi"airs,  so  does  art  play  a  lead- 
ing part  in  advertising.  But  the  centre  of  the  advertising  stage  is 
business — cold  business  reaching  out  for  more  business  ! 

The  Completion. 

Merchandise  and  Audience.— There   is  a   very   thin   line 

between  knowing  too  much  and  knowing  too  little  about  the 
merchandise  to  be  advertised.  The  right  kind  of  an  advertising 
writer  by  reason  of  his  viewpoint  alone  is  very  valuable  to  the 
advertiser. 

He  sees  the  goods  through  the  eyes  of  the  public.  Seeing 
the  goods  thus  he  speaks  the  arguments  best  calculated  to  influ- 
ence the  public. 

The  advertiser,  saturated  with  technical  information,  is  liable 
to  make  his  advertising  so  full  of  information  that  the  reader 
finds  it  heavy — indigestible, — repellent.  The  writer  who  knows 
too  little  about  the  goods  will  also  make  his  advertising  unattrac- 
tive, for  the  reader  wants  information.  The  point  is  to  give  this 
information  in  such  form  that  it  will  win  the  reader's  attention, 
then  hold  it  until  the  story  is  told. 

All  of  which  goes  to  show  that  the  advertising  writer  is  the 
intermediary  between  the  business  man  and  the  public.  Tlie 
public  may  not  be  moved  for  one  instant  by  the  arguments 
that  are  irresistible  to  the  business  man.  The  business  man 
may  scorn  to  listen  to  arguments  that  are  influential  with  the 
public.  The  point  of  view  of  the  man  behind  the  business  is 
usually  remote  from  the  viewpoints  of  the  minds  outside  the 
business,  and  the  business  man  by  reason  of  his  too  intimate 


How  To  Accomplish  It.  25 

knowledge  of  perhaps  his  life's  work,  finds  it  hard  to  get  away 
from  his  atmosphere  long  enough  to  step  in  the  atmosphere  of 
others,  i.  e.^  to  think  their  thoughts,  to  see  with  their  eyes  and 
to  voice  the  logic  and  emotions  which  they  have  been  accus- 
tomed to.  It  is  an  invisible  harness,  but  nevertheless  it  is 
thrown  around  every  individual,  and  the  inability  to  lay  aside 
this  invisible,  yet  masterful  harness,  is  undoubtedly  one  of  the 
greatest  barriers  to  success  in  life.  To  lay  it  aside,  even  for  a 
short  time,  requires  incessant  mental  activity,  which  shows  how 
inexorable  is  nature's  great  law — that  all  must  work.  To 
illustrate  this  point  more  clearly  I  will  instance  a  name  that 
stands  for  a  colossal  success.  J.  Pierpont  Morgan,  according  to 
a  recent  magazine  article,  was  said  to  have  a  "  leaping  mind." 
In  other  words,  he  has  a  mind  that  leaps  beyond  the  bounds  of 
his  office,  above  the  details  of  his  business,  and  away  from  the 
consideration  of  men  and  matters  in  his  immediate  vicinity ;  to 
study  out  affairs  in  the  Orient,  financial  fluctuations  in  Paris  or 
Vienna,,  shipping  operations  across  the  Atlantic,  transportation 
problems  in  the  northwest,  or  to  contemplate  art  treasures  in 
sunny  Italy.  Such  a  mind  is  Shakesperian  in  its  wide  con- 
ception of  human  activities. 

Very  few  minds  are.  The  usual  business  man  is  so  bound 
up  in  his  business  that  he  rarely,  if  ever,  enters  into  the  thoughts 
of  others,  who  care  as  little  for  his  ideas. 

When  such  a  man  begins  to  advertise  he  will  find  the 
advertising  writer  indispensable.  The  writer  will  study  the 
public  to  be  reached,  then  prepare  matter  that  will  influence 
this  public.  If  it  is  whiskey  to  be  advertised,  something  on  the 
style  of  "Billy  Burgunday's  Letters"  may  answer.  If  it  is 
clothing,  the  points  of  fit,  fashion,  wear  and  workmanship  are  to 
be  emphasized.  If  it  is  groceries,  the  purity,  nutritive  qualities 
and  economy  can  be  touched  upon.  If  it  is  a  patent  medicine, 
the  efficacy  and  promptness  of  the  remedy  in  producing  benefi- 
cial results  will  not  be  overlooked.  If  the  ad  appears  in  a 
religious  paper,  beware  of  flippancy.  If  the  ad  appears  in  a 
comic  paper,  do  not  forget  that  the  reader  picks  up  that  paper 
for  humor.  If  the  ad  appears  in  a  "  yellow  journal,''  sensational 
headlines  are  not  out  of  place     If  the  ad  appears  in  a  high-class 


26  Successful  Advertising 

family  paper,  a  clear  cut  logical  argument  is  the  thing.     And 
so  on. 

Apart  from  all  these  considerations,  the  advertising  man  is 
invaluable  to  the  business  man,  for  the  simple  reason  that  one 
can  write  and  the  other  cannot.  One  has  a  mind  trained  in 
writing,  trained  in  creating  copy,  trained  in  producing  argu- 
ments, trained  in  analyzing  audiences,  and  trained  in  picking 
out  the  salient  points  to  be  advertised.  The  other's  mind  is 
not  so  trained.  Which  difference  may  not  seem  important  at 
first,  but  time  and  practice — to  say  nothing  of  results — will 
accentuate  this  difference  to  a  startling  degree. 


DIVISION  TWO. 


RETAIL  ADVERTISING  ALL  THE  YEAR  AROUND. 


New  Year  Resolutions. 

The  holiday  rush  was  over. 

John  Smith,  the  leading  merchant  of  Smithtown,  now  had 
time  to  think. 

And  his  thoughts — like  the  ruminations  of  all  good  mer- 
chants at  New  Year's — wandered  in  the  direction  of  what  he 
had  accomplished  in  the  last  year  of  the  nineteenth  century, 
and  what  he  ought  to  accomplish  during  the  first  of  the  twen- 
tieth century. 

He  saw  where  clever  bits  of  enterprise  pushed  along  his 
business — where  stupid  mistakes  did  damage  to  his  pocket  and 
reputation. 

From  the  mistakes  of  the  past  he  determined  to  gather 
knowledge  for  the  future  and  opening  a  new  blank  book  he 
inserted  on  its  virgin  pages  the  following : 

New  Year  Resolution^  No.  i.  To  get  rid  of  all  the  left- 
overs from  the  Fall  and  holiday  trade  right  quick  !  Profits  and 
past  prices  must  be  forgotten — whenever  there  is  a  legitimate 
bargain  chance  give  people  bargains  and  they  will  appreciate 
them — such  a  sale  advertises  my  store  and  accumulations  of  old 
stock  or  dead  stock  are  eyesores  to  the  eyes  of  all  good  merchants. 

New  Year  Resolution^  No.  2.  To  make  this  year  as  far 
superior  to  last  as  is  in  the  power  of  my  ability  to  make  it. 
To  pay  cash  for  my  goods,  thereby  making  my  standing  stronger 
in  the  wholesale  world  and  thus  getting  all  advantages  of  dis- 
counts.    As  a  consequence  I  can  sell  goods  a  shade  lower  than 

27 


28  Successful  Advertising 

my  competitors.  As  far  as  possible  I  will  sell  for  cash  and  by 
buying  for  cash  and  selling  for  cash,  I  will  have  a  clean,  quick 
business  that  will  afford  me  pleasure  as  well  as  an  income. 

New  Year  Resolution^  No.  j.  To  turn  my  stocks  over 
quickly — never  to  let  goods  accumulate— if  an  article  does  not 
sell  at  a  price,  to  make  a  price  that  sells.  Goods  were  bought  to 
sell,  not  to  show,  and  being  sold  were  sold  to  satisfy. 

New  Year  Resolution^  No.  4.  To  master  the  science  of 
advertising  as  far  as  possible — to  express  in  a  concise,  business- 
like manner  the  merits  of  my  offerings — to  offer  only  goods 
worth  talking  about — to  fulfill  every  printed  promise  so  that 
when  people  see  my  story  in  print  they  will  say  "  that's  so  ! " — 
to  discuss  in  an  easy,  entertaining  way  the  fashions  when  they 
are  new  and  forcibly  put  facts  when  prices  are  at  their  lowest — 
to  use  the  proper  amount  of  advertising  space  (no  more,  no  less) 
and  to  give  every  department  in  my  store  and  every  paper  on 
my  list  due  consideration  in  my  advertising  scheme. 

New  Year  Resolution^  No.  3.  To  remem.ber  that  there  is 
trade  to  be  reached  by  mail  as  well  as  trade  that  comes  to  the 
counter  and  to  perfect  my  mail  order  department  accordingly. 
To  mention  my  mail  order  department  occasionally  in  my  ads 
and  from  time  to  time  to  send  my  mail  order  customers  circulars 
and  booklets  just  to  show  that  such  a  department  is  very  much 
alive  to  their  interests.  And  to  fill  all  mail  orders  promptly 
and  carefully. 

New  Year  Resolution,  No.  6.  To  get  people  in  my  em.ploy 
who  know— to  see  that  they  will  give  me  their  full  ser\ace  in 
return  for  which  I  will  give  them  liberal  salaries  and  a  just 
treatment — to  have  them  about  my  establishment  as  a  constant 
advertisement  of  neatness,  enterprise,  honesty  and  politeness. 

New  Year  Resolution,  No.  7.  To  back  up  my  advertising 
in  every  conceivable  way — to  have  a  good  store  system — to  have 
liberal  varieties  of  the  right  goods  at  the  right  prices— to  have 
artistic  and  striking  show  windows  and  plenty  price  tickets— to 
have  styles  up  to  the  minute — to — 

At  this  moment  Mr.  Smith  was  interrupted  by  the  arrival 
of  a  New  York  drumuuer. 


How  To  Accomplish  it.  29 


Begin  the  New  Year — How? 

The  heading  of  this  was  intended  to  be  :  "  Begin  the  New 
Year  Right." 

Which  is  perfectly  proper. 

But 

Ah  !  here  is  where  we  draw  a  long  breath  and  think. 

For  we  all  wish  to  begin  the  New  Year  right,  and  have 
every  intention  of  beginning  the  New  Year  right  and  keeping 
to  tlie  straight  and  narrow  path  until  the  year  dies  out  ;  but 
how?     So  in  the  heading  goes  the  word  :  How  ? 

So  here  are  a  dozen  specific  rules  for  a  year's  guidance,  rashly 
committed  to  paper. 

(Of  course  this  refers  to  advertisers.) 

Rule  No.  i. — To  say  nothing  in  advertising  talk  except 
when  you  have  something  to  say. 

Rule  No.  2. — When  you  say  something  in  advertising  talk 
to  say  it  as  quickly  and  clearly  as  possible. 

Rule  No.  3. — To  say  the  newest  of  your  best  mercantile 
information  in  your  advertising  talk. 

Rule  No.  4. — To  remember  that  advertising  is  only  plain 
common  sense  put  in  print. 

Rule  No.  5. — To  remember  that  he  who  juggles  with  truth 
in  his  advertising  talk  monkeys  with  the  buzz-saw. 

Rule  No.  6. — To  remember  that  pictures  tell  the  story 
quicker  than  type  and  the  two  make  the  winning  combination. 

And  to  also  remember  : 

Rule  No.  7. — That  the  printer  is  a  pretty  good  judge  of 
type,  and  the  more  you  give  him  "your  ideas"  the  more  he 
may  get  "mixed." 

Rule  No.  8. — That  the  artist  is  a  pretty  good  judge  of 
illustrations,  and  the  more  you  throv/  in  your  "suggestions" 
the  more  "rattled''  is  he  likely  to  become. 

Rule  No.  9. — That  the  buyers  are  pretty  good  judges  of 
values  and  the  more  you  fiddle  with  their  "stories"  the  more 
trouble  you  may  have. 


30  Successful  Advertising 

Rule  No.  io. — That  the  boss  is  a  pretty  good  judge  as  to 
the  money  making  abilities  of  his  business  and  that  on  the  more 
(or  less)  trade  brought  in  by  advertising  depends  your  raise  (or 
drop)  in  salary. 

Rule  No.  ii. — That  advertising  space  is  valuable  and 
should  be  bought  and  used  like  any  other  commodity — that  is, 
wisely. 

Rule  No.  12. — That  advertising  is  as  high  as  the  heavens 
and  as  deep  as  the  sea,  and  there  are  more  points  in  it  than  ever 
dreamed  of  in  your  philosophy,  and  it  is  well  to  keep  a  sharp 
lookout  for  all  these  points  when  you  are  not  asleep. 

The  Great  January  Mark- Down  Sale. 

A  thousand  or  more  department  stores  throughout  America 
make  preparations  for  "The  Great  January  Mark-Down  Sale." 
In  many  respects  this  big  annual  sale  is  the  most  important 
merchandise  movement  of  the  year,  as  it  means,  when  success- 
fully carried  out,  the  riddance  of  several  months'  accumulations  of 
stocks  and  the  clearing  of  the  decks  for  the  incoming  spring 
stocks.  It  also  means  a  very  important  addition  to  the  ex- 
chequer of  the  firm  who  can,  at  the  close,  look  about  and  see 
"  where  it  is  at." 

Profits  must  in  a  very  great  measure  be  lost  sight  of  during 
this  sale.  People  have  been  educated  to  look  for  genuine  bar- 
gains at  this  particular  sale,  and  they  should  not  be  disap- 
pointed in  securing  values  of  the  strongest  order.  In  fact, 
"The  Great  January  Mark-Down  Sale"  means  the  acme  of 
bargain  giving. 

Usually  the  first  announcement  of  the  sale  is  made  through 
the  Sunday  papers  in  tlie  shape  of  a  page  or  more  of  items  and 
prices  under  glaring  headlines.  While  this  time-honored 
method  is  generally  effective,  I  might  here  suggest  a  few  ideas 
which  experience  has  taught  me  can  add  to  the  effectiveness  of 
the  sale. 

Monday  is  usually  the  opening  day  of  the  sale.  Sunday, 
as  a  rule,  is  the  day  when  the  story  is  first  told.  This  is  too 
short  a  notice.     A  space   of  a  hundred  or  a  couple  of  hundred 


How  To  Accomplish  It. 


31 


IT  OPENS  MONDAY   MOP.XIXG  ! 

Promptly  at  eight  o'clock  will 
the  great  sale  of  the  year  begin. 
We've  been  planning  and  pre- 
paring for  many  weeks  for  this 
event- 


in  which  a  little  money  plays 
a  heavy  part— as  you  all  know 
from  past  experience.  This 
Bale  will  be  the  most  ambi- 
tious we've  yet  attempted- 
ambitious  in  the  direction  of 
bargain  giving — ambitious  in 
bigness  of  scope,  and  ambitious 
In  our  attempt  to  please  you. 


lines  should  be  taken  in  your  local  papers  on  Friday,  referring 
solely  to  the  important  event  which  begins  the  following  Mon- 
day. Hundreds  of  families  in  your  territory — shrewd  matrons, 
economically  inclined  young  ladies,  and  even  thrifty  husbands 
and  fathers — will  thus  be  given  three  days  in  which  to  plan  the 
best  disposal  of  their  week's  earnings. 

Friday's  announcement  may  run  thus  : 
Set  this  card  boldly  and  run 
a  border  about  it.  Speaking 
about  borders,  a  very  good  rule 
to  follow  is  :  In  all  announce- 
ments in  which  prices  do  not 
appear  use  borders.  Such  an- 
nouncements are  not  more  than 
two  half  columns  deep,  and  fre- 
quently not  more  than  one  hun- 
dred lines  single  column,  and 
to  make  them  stand  out  on  a 
page  wherein  a  mass  of  other 
ads  appear,  borders  are  of  great  assistance.  Borders  can  be  used 
to  advantage  in  all  sorts  of  ads,  but  especially  so  with  announce- 
ments. 

Now,  in  regard  to  the  main  ad  itself.  Take  a  good  size 
space — do  not  be  squeamish  on  this  point,  as  this  is  the  most 
important  sale  of  the  year,  and  it  pays  to  come  out  good  and 
strong  upon  this  occasion.  On  general  principles  it  pays  a  live 
concern  to  come  out  with  a  page  or  a  couple  of  pages  three  or 
four  times  a  year,  as  it  impresses  the  public  not  only  with  the 
wealth  and  vitality  of  the  house,  but  it  also  demonstrates  the 
fact  that  there  is  a  tremendous  stock  of  bargains  in  which  the 
bargain  seeker  can  mouse  and  rummage  to  her  heart's  content. 
Bigness  and  generosity  always  attract  humankind,  especially 
when  that  humankind  is  womankind. 

Well,  let  us  suppose  you  take  a  page  ad.  Of  course  the 
great  point  is  to  impress  the  fact  upon  your  constituency  that 
this  is  your  Great  January  Mark-Down  Sale,  which  all  the  ladies 
have  been  waiting  for  so  many  weeks,  and  that  you  are  amply 
prepared   to   meet   their   most    sanguine   expectations.      Have 


32 


Successful  Advertising 


plenty  of  items,  prices  and  illustrations.  They  are  to  the 
headinj^  what  the  passenger  train  is  to  the  engine — the  engine 
makes  a  lot  of  noise  and  smoke  and  swings  the  train  into  the 
station,  but  the  train  is  full  of  treasure  in  the  shape  of  friends 
and  valuables  that  you  come  to  meet.  The  heading  might  start 
in  thus  : 

Run  a  small  square  on  each 
side  of  the  heading.  One  square 
may  contain  the  information 
that 


>UK  I 


^T  JANU.VKY    MAUK- 
HOWN   SAI.K  ! 

"  You  know  the  meaning 
of  the  above  headline.  You 
know  It  mean.s  the  banner  bar- 
gain event  of  the  year,  in  •which 
the  nimble  six-pence  and  the 
mifihty  dollar  travel  ions?  dis- 
tances. Weeks— yes,  months, 
— of  study— of  effort— have  been 
given  to  make  this  sale  the 
greatest  ot  them  all.  Have  we 
been  successful?  Read  the 
answer  in  the  following  elo- 
quent paragraphs  of  items  and 
prices,  then  come  round  to  our 
store  to-morrow  and  investi- 
gate to  your  heart's  content. 


+  "  We  have  secured  for  this  sale  + 

t  extra  salespeople  and  delivery  t 

J  wagons,  so  that  customers  will  T 

J  experience  no  delay  In  being  J. 

4.  waited  upon."  + 

-t-h-l-4-  !■   I   h  ■!   !   ■!   !■   I   I    II    II    I  -!-)•  4-)- -t-H- 

The  other  square  might  say  : 

-t-f-t-)--t"fi  I  I  I  i  I  I  I  I  I  I  I  -^-^--^-^-^-^^ 
+  t 

+    "  Mall  orders  will  be  carefully    + 
t    and    promptly     attemled     to.    t 


tmt-of-town  customers  cau  par-  . 
ticlpate  In  this  sale  as  well  aa  J 
their  city  cousins."  + 


"  Owr  Qreat  Jannnry  Mark-Down 
Sale  of 
China  and  Glassware 
reveals  many  rare  values 
•which  shrewd  householders 
■will  be  quick  to  appreciate. 
These  lots  will  travel  fast— they 
can't  help  It— the  prices  are  too 
special." 


Here's  an  idea  for  the  department  sub-headings  : 

A  suitable  cut  could  with 
much  advantage  be  run  in  with 
every  introductory  talk  under 
the  department  headings.  By 
so  doing  the  eye  could  be  cen- 
tered more  quickly  on  the  sub- 
ject in  hand  and  the  page  be 
made  more  symmetrical.  Of 
course  a  lot  of  small  cuts  ought  to  be  run  with  the  items  and 
prices. 

In  most  papers  there  are  seven  columns  to  the  page,  and 
the  best  typographical  arrangement  of  this  space  is  a  constant 
puzzle  to  the  ad  constructor.  Here's  a  type  arrangement  which 
I  have  frequently  used  with  satisfaction  : 

Let  the  first  column  (under  the  heading,  which  should  run 
across  top  of  page)  start  off  with  a  story  on  handkerchiefs  or 
embroideries,  or  one  of  the  unimportant  departments.     Let  the 


How  To  Accomplish  It.  33 

second  and  third  be  made  into  a  double  column  arrangement  of 
colored  and  black  dress  goods,  the  fourth  singly  to  hosiery,  the 
fifth  and  sixth  double  column  to  the  suit  and  cloak  department, 
and  the  seventh  to  rugs  and  carpets.  It  is  possible  by  a  nice 
calculation  of  items,  clipping  one  here  and  adding  another 
there,  with  the  assistance  of  the  department  head,  to  have  the 
first  top  series  of  squares  the  same  depth. 

Having  secured  the  uniformity  of  the  first  series  of  squares, 
start  in  on  the  second  series,  giving  the  first  and  second  columns 
to  a  double  column  affair  on  domestics,  the  third  column  singly 
to  buttons,  the  fourth  singly  to  dress  trimmings,  the  fifth  singly 
to  veilings,  and  the  last  two  columns  to  a  double  column  ad  on 
men's  furnishings. 

The  third  series  could  be  made  up  after  the  style  of  the 
first,  the  fourth  in  the  style  of  the  second,  and  the  total  result, 
provided  you  have  a  good  printer,  an  intelligent  type  display, 
a  liberal  use  of  cuts  and  clever  arguments,  would  be  an  adver- 
tisement attractive  to  the  eye  and  satisfactory  in  results. 

In  regard  to  display  type.  I  have  a  weakness  for  De  Vinne, 
Rowland,  Hammond  and  Jensen — the  first  preferred.  It  is 
clean-cut,  artistic  and  legible,  and  every  printer  should  have 
a  supply.     For  items  and  prices,  small  pica   answers  very  well. 

"  The  Great  January  Mark-Down  Sale  "  can  be  kept  up  for 
three  weeks.  A  constant  hammering  away  with  ads  should  be 
kept  up  all  this  time,  and  when  the  sale  is  concluded,  much 
room  for  the  display  of  spring  goods  and  advertising  space  for 
the  exploiting  of  the  same  will  be  in  order. 

In  connection  with  this  big  sale  other  minor  special  events, 
such  as  "  The  Semi- Annual  Sale  of  Muslin  Underwear,"  "  Our 
Great  Linen  Sale,"  and  "The  Annual  Sale  of  Men's  Furnish- 
ings," can  be  well  exploited. 

Various  Other  January  Sales. 

New  York  clothiers  are  quite  lively  after  the  holidays  in 
the  matter  of  advertising,  and,  as  a  consequence,  in  the  matter  of 
trade.  Pick  up  the  Journal^  Worlds  Sun^  or  any  of  the  metro- 
politan dailies,  and  you'll  be  sure  to  find  several  big  clothing 


34  Successful  Advertising 

ads,  each  one  clamoring  for  recognition,  as  representing  the  best 
values. 

The  window  dressers  of  these  concerns  are  very  active  at 
present,  and  many  artistic  clothing  and  men's  furnishings  win- 
dows can  be  noted  in  a  Broadway  saunter. 

The  same  motive  that  induces  the  department  stores  to 
hold  great  sales  through  the  year's  first  two  months  causes  big 
movements  in  the  clothing  and  almost  every  line  of  retaildom. 

I  had  quite  an  interesting  talk,  recently,  with  the  manager 
of  one  of  the  big  Broadway  clothing  concerns.     Said  he  : 

"  Immediately  after  the  holidays,  business  slackened  fright- 
fully. We  had  splendid  stocks — splendid  values — and  every 
inducement  that  any  man  desiring  a  suit  of  clothes  or  an  over- 
coat could  want.  But  trade  walked  right  by  our  door,  and, 
unless  I  am  much  mistaken,  into  the  store  of  a  concern  down 
the  street,  which  was  advertising  at  a  great  rate.  Well,  sir, 
after  four  or  five  days  of  this  sort  of  thing  I  woke  up  to  the  fact 
that  a  little  strong  advertising  wouldn't  hurt.  So  I  began  to 
advertise  a  certain  line  of  suits  and  overcoats  at  certain  prices. 
I  dressed  up  a  couple  of  windows  with  these  same  suits  and 
prices,  and  trade  jumped — yes,  sir — jumped  right  in  the  store. 
I've  kept  up  this  sort  of  thing,  and  as  a  result  we  are  doing  quite 
a  fair  business  just  now." 

His  experience  is  a  fair  sample  of  many  others.  The  retail 
clothing  business  should  be  advertised — and  well  advertised — 
through  the  dull  January  and  February  months.  Pushing  busi- 
ness thus  reminds  men  of  the  need  of  an  ulster  for  the  big 
storms  yet  to  come — of  a  business  suit  to  replace  the  one  which 
is  a  little  seedy — of  a  pair  of  trousers — a  coat  and  vest — a  suit  of 
underclothes — or  any  of  the  many  requisites  to  a  man's  winter 
wardrobe,  which  he  may  never  think  of  until  he  sees  that  par- 
ticular article  staring  at  him  from  the  advertising  columns  of  a 
paper — rendered  doubly  attractive  by  a  small  price. 

Price  cuts,  of  course,  prevail  in  the  January  stocks,  and  a 
man  ought  to  be  able  to  get  a  suit  of  clothes  or  an  overcoat  at  a 
very  material  reduction  from  the  figures  of  the  early  winter  or 
fall.  This  is  a  point  that  should  be  everlastingly  jabbed  into 
the  advertising. 


How  To  Accomplish  It.  35 

Now  a  few  remarks  about  the  ads  for  a  lively  mid-winter 
campaign — clothingdizing — if  I  may  coin  such  a  word. 

Saturday  is  a  good  day  to  start  a  big  clothing  sale,  as  most 
male  workers  get  their  weekly  salary  that  day,  and  with  many 
Saturday  is  a  short  business  day,  allowing  them  time  to  come 
around  to  the  store  and  select  their  bargains. 

Let  us  suppose,  then,  that  Saturday  is  the  day  selected  for 
the  big  clothing  sale. 

Thursday  should  see  at  least  a  preparatory  announcement 
of  the  event.  Friday  should  see  the  ad  in  all  its  glory.  Have 
the  ad  well  illustrated,  as  men  always  admire  brevity  and  point, 
and  illustrations  help  wonderfully  in  this  regard.  Thursday's 
preparatory  announcement  might  read  thus  : 

It  wouldn't  be  a  half-bad  idea 
to  mn  in  a  cut  of  a  well-dressed  ^^^^^^^^^^^^^^^^^% 
man  in  the  attitude  of  watching  S  ™^  ^^^i^'l  |^|^^  ^^«'^«-  I 
forsomething-say  presumably  for  |  K!  ^^0' w"e  wnij^^^e  | 


3ale  begins 
Saturday 
morning; 

at  8  sharp 


s 


The  Year's  Great  Clothing  Event.  |  t/7^^^no  i^f/l 
Set  the  introduction  in  lower-case  De  g  ing^sales  in  every 
Vinne,with  the  headlines,  of  course,  %.^^.^^^,^^^^.^^^.^^. 
several  sizes  larger  than  the  body. 
Run  a  neat  border  about  the  ad.  Write  about  four  stickfuls  of 
"story  "  about  your  forthcoming  sale,  and  perhaps  the  business 
manager  of  your  local  paper  may  find  room  for  it  in  his  columns. 
Then  the  Friday  ad  might  start  in  something  like  this : 

"The  Year's  Great  Clothing  Event" 

begins  to-morrow  at  our  store.  This  is  our  great  yearly  efibrt 
to  rid  ourselves  of  fall  and  winter  stocks,  and  prices  have  been 
cut  deep  and  mercilessly.  Every  line  of  masculine  wearables 
is  now  offered  at  prices  that  are  by  all  odds  the  lowest  we've 
ever  quoted." 

In  the  heading  of  this  and  future  ads  relating  to  this  sale 
harp  upon  your  reliability — your  age  in  business — "  your  money 
back  if  you  want  it  " — your  ability  to  back  every  printed  state- 
ment with  the  goods  "exactly  as  advertised" — and  all  those 
sayings  which  make  pleasant  reading  to  possible  customers. 


36  Successful  Advertising" 

Overcoats,  ulsters,  reefers,  and  mackintoshes  should  occupy 
at  least  half  the  space  in  the  ads.  The  certainty  of  big  rain, 
wind,  and  snowstorms  before  gentle  spring  again  comes  around, 
and  the  knowledge  that  suitable  apparel  for  such  exigencies  at 
bargain  prices  can  be  had  at  your  store,  will  send  many  men  in 
your  direction. 

Furniture  sales  can  be  pushed  about  this  time — providing 
the  prices  are  low  enough.  Of  course  we  all  know  that  the  fall 
and  spring  are  the  best  seasons  for  furniture  selling,  but  a  well 
directed  splurge  in  furniture  advertising  for  three  or  four  weeks 
in  January  and  February  can  be  made  to  produce  surprisingly 
satisfactory  results. 

In  a  big  furniture  sale,  which  might  be  christened  *'A  Mid- 
Winter  Sale  of  Furniture,"  or  "Our  Mid-Winter  Furniture 
Movement,"  or  some  such  name,  two  or  three  full  columns 
should  be  given  to  the  first  ad.  This  ad  might  be  preceded  by 
a  short  announcement,  as  in  the  clothing  case. 

The  ad  proper  should  have  about  lOO  lines  of  display  head- 
ing and  argument — a  score  or  more  of  small  cuts  to  illustrate 
the  items,  of  which  there  could  be  several  hundred — all  set  in 
agate  or  nonpareil  lower-case,  with  the  former  price  and  the 
present  price.  The  present  price  should  be  brought  out  in  dis- 
play. This  will  give  you  an  idea  of  how  the  items  should 
be  set: 

37  Ladies'  Writing  Desks 
14  Oak  Chamber  Suits    . 

Some  January  Merchandise  Movements. 

This  is  the  month  when  the  linen  man  scratches  his  head 
for  bright  ideas  to  help  along  the  advertising  man  in  exploiting 
that  "Semi-Annual  Sale  of  Linens."  The  head  of  the  men's 
furnishings  also  does  some  tall  thinking  on  the  same  line — the 
subject  uppermost  in  his  brain  being  "Our  Big  Sale  of  Men's 
Furnishings."  And  the  individual  in  charge  of  the  muslin 
underwear  may  be  pardoned  if  he  suffers  slightly  from  insomnia 
in  his  efforts  to  make  the  "Annual  Sale  of  Muslin  Underwear" 
a  gorgeous  and  glittering  success. 


Formerly. 

.  22.50 

Our  Mid- Winter 
Sale  Price. 

18.75 

.  30.00 

21.25 

How  To  Accomplish  It. 


37 


January  newspapers  are  filled  with  many  examples  of  good 
and  bad  clothing  ads,  and  a  desperate  effort  is  being  made  by 
clothiers  in  every  city  and  town  in  America  to  dispose  of  winter 
stocks  at  remarkable  price  reductions.  The  furniture  retailers 
are  also  much  in  printed  evidence— in  fact,  every  branch  of  retail- 
dom  is  distributing  generous  bargains  to  an  appreciative  public. 

Taking  everything  into  consideration,  the  advertising  pen 
is  pushed  at  a  lively  gait  through  the  year's  first  month. 

Let  us  first  take  the  big  sales  of  the  department  or  general 
stores,  and  see  how  they  can  be  best  pushed  before  the  public  view. 

We  are  assuming  that  "The  Great  January  Mark  Down 
Sale  "  is  in  full  swing,  and  the  intention  is  to  make  it  last  about 
three  weeks.  The  minor  sales  can  be  run  in  conjunction  with 
this  big  sale,  and  at  certain  stages  of  the  game  overshadow  it. 
Everything  is  in  readiness  for  the  "Semi-Annual  Sale  of 
Linens  "  which  opens  Monday  morning.  The  "  Annual  Sale  of 
Muslin  Underwear"  is  also  set  in  motion  the  same  date. 

On  Thursday  and  Friday  preceding  these  sales  run  in  two 
squares  in  the  main  ad,  which,  of  course,  is  given  to  "The 
Great  January  Sales."  Have  these  squares  of  pretty  good  size- 
large  enough  to  fill  a  column  width  on  both  sides  of  the  main 
heading.     They  should  be  of  the  depth  of  the  heading. 


Have  one  square  read  thus  : 

1 
t 
t 
t 


•I-      ANOTHER  BIG  SALE  ON 
t  TAP  ! 

+      It  opens    Monday    morning, 
t  We  refer  to 

1        OUB    SEMI-ANNUAL    LINEN 
J  SALE, 

t  -which    every    prudent    house-  + 

keeper  looks  forward  to  with  4- 

t  pleasurable  anticipations.  Our  + 

+  Linen  Department  has  seen  a  J 

t  score  of  similar  successful  sales  T 

t  —but  this  will  be  the  greatest  j. 

J  of 'em  all.  + 

+    IT    OPENS    MONDAY    MORNING  !     + 


The  other  square  read  : 


t     STILL  ANOTHER  GREAT 
i  SALE 


Ladles !  you'll  all  be   inter- 


I      I     I     '!■  <■  ^^ 

X 

t 


X 


SALE  OF  MUSLIN     ^ 
UNDERWEAR,  + 


t  ested  In  this— 

t    OUR  ANNUAL 

T  UNDE..  .. , 

f  which  will    be    set   in  motion  + 

-i-  next  Moudav  morning.     I'rom-  4- 

t  ises  are  good,  but  performances  + 

+  are    better,    and    while    we'll  + 

t  promise  much  in  our  Sunday  T 

I  ad  yet— well— wait  for  our  per-  I 

I  formances  .  4- 

f  NEXT  MONDAY  MORNING  !  + 


At  the  bottom  of  every  column  in  the  main  ad  on  Friday 
and  Saturday  run  something  like  this,  within  a  small,  neat 
square  of  light  rules  : 


Monday  Starts  Two  Bin  Sales: 
—Our  Semi-Annual  Linen  Sale. 
—Our  Annual  Sale  of  Muslin 
Underwear. 


38  Successful  Advertising 

Then,  by  the  time  the  Sunday  papers  are  ready  to  be  assim- 
ilated with  the  Sunday  breakfasts,  your  fair  customers  are  full 
of  expectancy  regarding  your  ad  on  linens  and  muslin  under- 
wear. If  they  pick  up  the  paper  and  read  your  ad  patterned 
after  the  following  arrangement,  the  chances  are  that  they  will 
come  around  to  your  store  next  day. 

Let  us  assume  you  take  a  page  ad.  Divide  the  upper  por- 
tion of  the  page  into  three  sections  of  equal  size — giving  the 
first  section  to  the  linens,  the  second  to  the  general  store  items 
which  would  naturally  come  under  "The  Great  January  Mark- 
Down  Sale,"  and  the  third  section  to  muslin  underwear.  Have 
a  general  heading  over  the  whole  three  sections,  something  after 
this  order  : 

"A  Triple  Alliance  Awaits  To-morrow's  Buyers  1 
An  alliance  of  great  sales — an  alliance  of  matchless  values — an 
alliance  of  low  prices  and  desirable  stocks — awaits  you  in  our 
store  to-morrow.  Consider  for  a  moment  our  attractions  !  The 
Great  January  Mark-Dotvn  Sale  opens  its  second  week  with  a 
magnificent  bargain  arrangement.  Our  Semi-Annual  Linen 
Sale  is  set  in  operation  to-morrow,  as  is  also  Our  Amiual  Sale 
of  Muslin  Underwear.  Any  one  of  these  events  is  a  star  attrac- 
tion in  itself." 

Each  section  should  be  boldly  headed  with  the  name  of 
sale,  with  a  short  argument  following  the  headline.  Thus,  the 
linen  section  could  start  off  after  this  style  : 

The  middle  section  could  well  say: 


"Our    Semi-Annual    Linen 
8alk 

will  attract  an  army  of  thrifty 
liousehnlders  to-inorrow  and 
all  the  week.  Past  e.xperlence 
has  taught  our  patrons  the  im- 
portance of  this  Kale— the  high 
(iiiallty  of  our  linens  and  the 
remarkable  lowness  In  price. 
Exceptional  market  condi- 
tions this  season  make  prices 
very— very  low.  WltneBS  the 
foUbwlngitems." 


"  OuK  Great  January  Makk- 
DowN  (Sale 

enters  upon  its  second  week 
with  greater  zest  than  ever. 
Prices  have  been  clipped  to  the 
vanishing  point,  and  many 
stocks  have  been  brought  for- 
ward so  that  to-morrow's  visi- 
tors may  find  a  plethora  of 
select." 


tors    may    nna  a    pieti 
bargains  from  which  to 


"OuK  Annual  Sale  of  Mus- 
lin Underwear 
makes  Us  bow  to-morrow 
morning.  This  Is  one  of  our 
most  important  sales,  and  we 
are  determined  that  this  par- 
ticular effort  will  be  the  most 
successful  ever  seen  in  our 
Muslin  Underwear  Depart- 
ment. Read  and  study  a  few 
prices,  then  pay  us  a  call  to- 
morrow." 


How  To  Accomplish  It.  3i 

And  in  the  section  given  to  muslin  underwear  give  as  head 
ing  something  like  this  : 

Have  these  three  headlines,  with 
their  following  talks,  set  alike.  They 
should  be  of  the  same  depth.  The 
headlines  could  be  set  in  6  or  7  point 
De  Vinne,  and  the  reading  matter 
following  3-line  light  Script,  lower 
case.  If  you  had  a  good  cut  of  a 
table  girl  holding  some  napkins  to 

run  on  the  left  side  of  the  linen  talk,  and  a  woman  in  negligee 
attire  to  appear  on  the  right  of  the  muslin  underwear  talk,  so 
much  the  better,  as  these  two  figures  could  balance  each  other. 
Have  no  cut  in  the  center  section. 

If  possible,  have  the  first  and  third  sections  of  equal  depth, 
and  if  they  do  not  run  clean  down  to  the  bottom  of  the  page, 
fill  up  with  items  of  the  other  sale. 

Run  light  neat  borders  completely  about  first  and  third 
sections. 

The  muslin  underwear  and  linen  sales  may  be  kept  up  for 
two  weeks.  In  about  that  time  "The  Great  January  Mark- 
Down  Sale  "  has  died  a  natural  death,  with  a  life  full  of  honors 
and  results  full  of  cash,  providing  the  advertising  was  good,  the 
weather  decent,  and  general  conditions  anywhere  near  propitious. 

Having  given  the  linen  and  the  underwear  departments  a 
good  start  on  the  high  road  to  success,  let  us  turn  our  attention  to 
the  head  of  the  men's  furnishings,  who  is  on  pins  and  needles 
about  his  "  Big  Sale  of  Men's  Furnishings."  One  good  thing 
about  his  sale,  and  that  is,  you  can  start  in  almost  any  day  in 
the  week  on  a  sale  in  men's  wear,  for  the  reason  that  a  man  is 
supposed  to  have — and  generally  does  have — money  enough  in 
his  pocket  any  day  that  he  chooses  to  attend  a  sale  ;  but  a 
woman  generally  spends  her  shopping  money  Monday.  She 
gets  it  on  Saturday  night  from  her  liege  lord  and  master,  and, 
with  the  aid  of  a  pencil  and  paper  and  half  a  dozen  Sunday  ads, 
she  disposes  of  this  amount — in  her  mind — before  she  goes  to 
Sunday  evening  services.  I  am  speaking  of  the  great  middle 
classes,  w^ho  are  the  mainstay  of  all  retail  businesses. 


40  Successful  Advertisin,e 


Well,  let  lis  start  this  men's  furnishings  sale  on  Thursday. 
A  small  announcement  may  be  made  in  Wednesday's  ad  about 
this  sale,  and  when  Thursday  comes  around  "The  Big  Sale  of 
Men's  Furnishings  "  should  have  a  space  at  least  as  large  as  the 
linen  sale  the  Sunday  previous. 

The  typographical  arrangement,  etc.,  could  be  of  the  same 
order  as  with  the  other  sales. 

The  Great  Mid=Winter  Sale. 

Along  in  the  early  or  middle  part  of  February  comes  "  The 
Great  Mid-Winter  Sale."  It  is  the  last  supreme  effort  to  get  rid 
of  winter  stocks,  and  is  a  sale  that  under  some  name  or  other  is 
pushed  yearly  by  almost  every  retail  concern  that  advertises. 

The  shoe  dealer,  with  accumulations  of  fall  and  winter 
styles  of  footwear — the  clothier,  with  hundreds  of  heavy  winter 
overcoats  and  suits  on  his  tables — the  hatter,  with  a  surplus  of 
present  styles  on  hand — the  dr}^-goods  house,  with  many  dol- 
lars' worth  of  winter  goods  on  hand — all  realize  the  necessity 
for  quick  transformation  of  the  same  into  ready  cash  before  the 
arrival  and  display  of  spring  stocks. 

The  reasons  for  the  sale  are  very  obvious  and  should  be 
made  as  obvious  as  is  possible  for  the  Englisli  language  and 
printer's  ink  to  make  them.  Give  the  great  American  public  to 
understand,  not  only  in  your  printed  statements,  but  by  the 
actual  power  of  bed-rock  prices,  that  "The  Great  Mid-Winter 
Sale  "  is  the  last  final  effort  of  each  department  in  your  store  to 
rid  itself  of  every  item  of  fall  and  winter  stocks — that  the  left- 
overs from  the  great  sales  of  muslin  underwear,  linens,  men's 
furnishings,  etc.,  are  now  marked  at  prices  which  ought  to 
make  the  bargain  seeker's  eye  glisten  with  keen  enjoyment. 

The  boot  and  shoe  dealers  harp  on  the  daily  arrivals  of 
spring  and  summer  stocks,  and  the  necessity  of  closing  out 
all  winter  assortment  in  order  to  make  room  for  the  new  arrivals. 
Most  shoe  concerns  satisfy  themselves  with  a  space  of  about 
sixty  lines  every  other  day.  This  space  could  be  well  utilized 
in  a  two-weeks'  series  of  ads  with  such  pointed  talk  and  display 
that  they  would  not  fail  to  attract  attention. 


How  To  Accomplish  It. 


41 


A  shoe  ad  something  after  this  style  should  produce  excellent 
results  in  the  way  of  increased  sales  : 

Or,    if  the  shoe  concern 
wishes  to  do  a  little  splurging, 

it  may  well  take  a  double  half-        \\    A     Q|j-q\7-    Qfs*/|w 
column  three  times  a   week,        *'  -^ 


—just  to  show  how  the 
bargain  wind  is  blowing' 
in  shoes — we  mention  .  . 

Men's  Patent  Leathers 


m  Congress,  Button  and 
Lace.  Manv  styles  in 
heavy   weight    .... 


at    $4.00 


Ordinarily  they  sell  at  86  and 
$7  per  pair — but  during  Our  Great 
Mid-Winter  Sale  they'll  go  at  S-1. 

Plenty  other  values  equally  good 
in  our  shoe  stock— quickly  waning 
under  the  influence  of  Our  Great 
Mid- Winter  Sale  prices.  We  must 
make  room  for  Spring  stocks— 
they're  trooping  in  daily  to  the 

SMITH  SHOE  CO. 


and  under  a  suitable  double- 
column  heading  run  in  a  dozen 
items — with  the  first  tv/o  illus- 
trated. Here's  an  idea  on  such 
a  heading : 

"  Our  Great  inIid- Winter 
Shoe  Sale, 

which  annually  brings  in  train 
hundreds  of  splendid  shoe  val- 
ues, is  now  on.  Plenty  of  items 
now  to  select  from — but  at  the 
present  rate  they  cannot  last 
long.  Better  come  around  to- 
day and  select  a  pair  of  stylish 
and  serviceable  shoes  from  such  values  as  are  here." 

It  has  been  my  experience  in  advertising  for  an  exclusive 
boot  and  shoe  house  that  the  first  idea  is  the  best.  Give  one 
good  value  with  every  ad — show  a  cut  of  the  shoe — give  its 
description  and  price — have  a  catch  line  that  catches — and 
speak  generally  of  the  bargains  that  "The  Mid-Winter  Sale" 
is  creating  in  your  stock,  in  small  type  at  the  bottom  of  the  ad. 

Run  a  border  about  these  ads. 

With  a  department  store  the  several  items  idea  is  the  best, 
for  the  reason  that  the  shoe  ad  must  appear  in  a  general  ad 
with  other  departments — all  of  which  give  a  number  of  items. 
Still,  for  a  change,  the  exclusive  shoe  house  could  come  out 
once  a  week — say  on  Sunday — with  a  double  half-column  ad 
of  a  dozen  items. 

A  retail  clothier,  anxious  to  dispose  of  several  hundred 
heavy-weight  winter  suits  and  overcoats,  ought  to  make  them 
move  rapidly  with  the  shoe  man's  method — subject  to  slight 


42  Successful  Advertising 

variations.  The  clothier  should  speak  of  at  least  two  items — 
they  should  be  illustrated — and,  if  he  is  taking  liberal  spaces, 
he  ought  to  mention  at  least  three  bargains  in  suits,  the  same 
in  overcoats,  and  a  couple  more  in  trousers  and  ulsters. 

One  thing  about  such  a  sale  that  should  not  be  overlooked, 
and  that  is,  always  give  prominence  to  its  name.  Let  every  ad 
you  prepare  during  the  life  of  the  sale  say  something  about 
"  The  Great  Mid-Winter  Clothing  Sale,"  either  amain  headline 
or  as  a  sub-headline  in  the  middle  of  your  heading.  This  head- 
ing attempt  will  convey  my  idea  more  clearly  : 

"  Our  Great  Mid-Winter  Clothing  Sale 

is  now  in  full  swing.  Prices  have  dropped  with  a 
dull  thud  in  heavy-weight  Suits,  Overcoats,  Ulsters 
and  Trousers,  as  your  investigation  will  speedily 
prove.  Delay  means  disappointment  in  this  case — 
as  purchasers  are  very  numerous  at  present — and 
if  you  delay  you  may  miss  the  bargain  you  were 
looking  for." 

Or  something  like  this  : 

"Keen  Public  Appreciation  Is  Shown 

in  response  to  our  ads — and  no  wonder.  We  must 
— and  will — have  the  room  now  occupied  by  Winter 
Stocks  for  the  incoming  Spring  Goods — hence  the 
remarkable  buying  opportunities  oflfered  by 

Our  Great  Mid-Winter  Clothing  Sale." 

The  same  general  idea  that  applies  to  shoe  and  clothing 
advertising  may  well  be  applied  to  the  other  retail  lines  that 
advertise  extensively. 

The  department  store  can  proceed  with  the  same  method 
it  applied  to  "The  Great  January  Mark-Down  Sale,"  with  such 
variations  as  may  occur  to  the  advertising  man  in  charge. 

These  variations  would  apply  principally  in  the  typograph- 
ical arrangement  and  arguments.      Assuming  that   the  text  of 


How  To  Accomplish  It.  43 

the  department  store  ad  is  all  that  can  be  desired,  I  may  here 
suggest  a  typographical  arrangement  which  has  the  merits  of 
neatness,  simplicity  and  general  pleasing  effect. 

Have  all  the  departments  boxed  in  with  four  rules — two 
light  and  two  heavy  rules.  Have  the  light  rules  on  left  and 
top  and  the  heavy  on  right  and  bottom.  Arrange  the  boxes  so 
the  top  row  will  be  of  an  even  measurement  across  the  page — 
try  and  have  the  next  series  of  an  equal  depth,  and  if  it  is  not 
possible  to  have  every  row  of  the  same  depth  let  the  odd  boxes 
fill  up  at  the  bottom  of  the  page. 

If  the  printer  has  not  enough  rules  to  go  around,  and  if  he 
prefers  to  use  a  border,  let  him  use  a  light  border  about  each 
box  in  place  of  the  light  and  dark  rules.  Then  run  a  heavy, 
fancy  border  about  the  name  and  heading,  and  a  border  about 
the  whole  page,  and  the  result  will  be  very  pleasing  from  an 
artistic  point  of  view. 

In  most  instances  the  heading  should  run  across  entire  top 
of  page,  but  occasionally,  for  the  sake  of  variety,  it  could  be 
well  made  to  occupy  four  columns  across  with  a  slighter  depth 
than  the  across  page  heading  Or  the  heading  could  fill  up  a 
double-column  space  running  down  about  one-third  of  the  page. 
In  this  case  the  border  might  be  run  about  the  heading,  and  the 
firm  name  appear  at  the  top  of  each  column. 

In  the  meantime  you  ought  to  speak  occasionally  of  your 
spring  stocks — what  beautiful  organdies  and  muslins  are  being 
opened — how  handsome  and  stylish  your  new  spring  capes  ap- 
pear, and  similar  conversations  on  the  other  lines,  and  as  soon 
as  "  The  Great  Mid-Winter  Sale  "  is  over  you  can  then  begin  to 
advertise  spring  stocks. 

Other  Mid-Winter  Sales. 

Immediately  after  New  Year's  comes  a  lapse  of  business — a 
tired  feeling  that  begins  with  the  customer's  hard  hit  holiday 
pocketbook,  then  spreads  quickly  until  retail  channels  are 
infected  to  a  degree  that  causes  the  enterprising  merchant  to 
look  about  for  a  remedy  for  torpid  trade. 

"  The  Mid-Winter  Mark-Down  Sale"  is  a  panacea  that  prop- 


44  Successful  Advertising 

erly  applied  has  never  failed  to  produce  results.     Thousands  of 
American  retailers  are  unanimous  in  this. 

"  The  Mid-Winter  Mark-Down  Sale"  sometimes  masquer- 
ades under  other  names.  It  can  be  recognized  under  the  name 
"Big  Clearance  Sale,"  it  may  be  noted  under  the  cognomen 
"Special  After-Holiday  Sale,"  and  it  sometimes  exists  under 
the  caption,  "Mid-Winter  IMerchandise  Movement." 

But  whatever  may  be  its  heading,  its  purpose  is  the  same. 
Its  purpose  is  to  pull  in  purchasers.  It  disposes  of  the  left- 
overs from  the  holiday  stocks— the  slow  sellers  of  the  fall  and 
winter  supplies,  and  incidentally  whatever  regular  goods  that 
can  be  moved  by  a  big  sale  and  small  prices. 

The  main  point  to  keep  ever  in  view  while  preparing  for  a 
big  sale  like  this  is  to  see  that  everybody— from  the  head  of  the 
house  down  to  the  most  humble  employee— is  well  injected 
with  the  event's  enthusiasm.  Even  a  cash  boy  can  be  so  keyed 
up  that  extra  quick  returns  of  change  and  parcels  will  delight 
customers.  The  delivery  force  should  be  added  to— the  clerks 
should  be  ready  to  do  a  little  more  than  usual  and  the  managers 
of  departments  should  see  that  the  inside  displays,  window 
exhibits  and  price  tickets  are  such  that  the  advertising  produces 
not  only  promises  but  performances. 

All  !  promises  and  performances.  What  a  world  of  meaning 
is  there  only  too  often  between  the  two  !  Give  the  public  a 
page  of  print  and  promises  and  a  quarter  page  of  performances, 
and  there  you  have  some  "  merchants'  "  idea  of  advertising. 

How  long  should  the  sale  last  ?  That  depends  on  a  number 
of  matters.  Bad  weather  may  spoil  a  sale — an  insufficient  quan- 
tity of  goods  may  cause  it  to  die— at  all  events  the  best  judge  is 
the  merchant  himself,  who  knows  his  trade  and  resources  better 
than  anyone  else  and  is  good  enough  judge  to  tell  whether  he  is 
or  not  making  money. 

A  man  squeezes  a  lemon  as  long  as  the  juice  lasts.  The 
business  man  carries  on  a  sale  as  long  as  it  pays. 

Assuming  that  all  the  details  of  marking  down  prices, 
bringing  goods  forward,  arranging  show  windows  and  making 
counters,  shelves  and  aisles  magnetic  with  price  tickets  and  dis- 
plays have  been  attended  to  let  us  see  what  the  advertising 
department  is  doing  to  swing  success. 


How  To  Accomplish  It.  45 

The  chances  are  that  arrangements  are  being  made  to  begin 
the  sale  on  Monday  with  a  bargain  broadside  in  the  Sunday 
papers.  Friday's  or  Saturday's  papers  had  a  small  card  bidding 
everybody  with  an  eye  for  the  main  chance  to  watch  the  Sunday 
papers  for  full  particulars. 

For  the  week  prior  to  the  big  Sunday  ad  the  advertising 
manager  and  artist  are  busy  in  their  respective  lines  of  effort — 
the  first  going  through  the  store  and  observing  the  price  drops  , 
in  the  various  departments,  conferring  with  buyers  as  to  the 
relative  cost  of  spaces  and  the  amount  of  space  to  be  apportioned 
to  each  department,  making  arrangements  with  newspapers  con- 
cerning positions,  write  ups,  etc. — the  latter  applying  all  his 
artistic  ingenuity  in  producing  illustrations  that  will  assist  the 
text  and  enthuse  possible  customers. 

Monday  comes,  and  if  the  weather  is  propitious  the  first 
day's  business  is  a  fair  criterion  of  the  trade  to  follow  "The 
Mid-Winter  Mark-Down  Sale." 

Many  houses  supplement  their  newspaper  advertising  with 
poster  advertising,  street  car  advertising,  card  advertising,  etc., 
etc.  As  to  the  relative  merits  of  these  various  forms  of  adver- 
tising I  will  not  here  attempt  to  discuss ;  simply  remarking  that 
were  I  advertising  the  sale  the  newspapers  would  get  practically 
all  the  appropriation. 

A  successful  mid-winter  sale  is  a  great  business  tonic.  It 
purges  the  business  system  (to  use  a  patent  medicine  metaphor) 
and  puts  every  pore,  every  sinew,  every  artery  and  every  nerve 
in  shape  for  the  soon-to-be-spring  trade. 

•'The  Winter  Sale  of  Blankets  "—"  The  Annual  Sale  of 
Shirts" — "The  Semi-Annual  Sale  of  Muslin  Underwear" — 
"The  January  Sale  of  Office  Furniture"  are  some  of  the  mid- 
winter mercantile  movements  you  see  from  time  to  time  adver- 
tised throughout  January  and  February. 

Every  one  of  these  sales  is  the  result  of  well  studied  plans. 
Nothing  is  snap-shot.  Weeks  in  advance  of  the  exploitation  in 
print  arrangements  were  made  in  the  wholesale  market  whereby 
certain  lines  of  goods  could  be  had  at  certain  prices.  Manu- 
facturers had  to  produce  quantities  of  specialties — have  them 
ready  for  delivery  at  a  specified  time  and  make  a  net  wholesale 


46  Successful  Advertising 

price  so  as  to  help  making  "The  Great  Sale"  the  success  it 
generally  proves  to  be. 

Mid=Winter  Advertising. 

January  and  February  are  months  when  the  advertising 
pen  is  kept  moving  in  double-quick  order.  The  desire  on  the 
part  of  the  department  managers  to  clean  out  accumulated 
stocks  is  accentuated  by  the  head  of  the  house,  and  the  adver- 
tising manager  finds  it  necessary  to  keep  his  mental  machinery 
moving  at  a  lively  gait,  in  order  to  devise  all  sorts  of  sales  to 
move  merchandise. 

Immediately  after  the  holidays  comes  the  "  Clearing-Out 
Sale  of  Holiday  Remnants,"  which  usually  lasts  one  week. 
This  is  frequently  followed  by  a  "  Before  Stock -Taking  Sale." 
After  these  sales  are  disposed  of  comes  "The  Great  January 
Mark-Down  Sale,"  which  is  supposed  by  the  outside  world — by 
the  feminine  portion,  at  least — to  represent  the  climax  of  bar- 
gain-giving. During  this  sale  the  cold,  calculating  matron, 
who,  as  the  late  Bill  Nye  once  put  it,  "  comes  down-town  on  a 
street  car,  mentally  figuring  how  she  can  chisel  some  dry-goods 
emporium  out  of  ^^1.97  worth  of  dress  goods,''  generally  carries 
out  her  pet  ideas  on  the  chiselling  question.  During  "The 
Great  January  Mark-Down  Sale"  the  bargain-seeker  can  rum- 
mage to  her  heart's  content  in  the  big  department  store,  know- 
ing full  well  that  a  yard  of  wool  serges  with  mohair  figures  can 
be  secured  for  49c.  that  ordinarily  costs  99c.;  that  a  serviceable 
jacket  can  be  bought  for  ^J.^y  that  usually  would  require 
$14.98,  and  other  interesting  and  attractive  data. 

"The  Great  January  Mark-Down  Sale"  can  be  stretched 
along  for  three  weeks.  With  it— in  a  sort  of  double  or  triple 
harness,  as  it  were — can  be  run  "  The  Annual  Linen  Sale"  and 
"The  Semi-Annual  Muslin  Underwear  Sale,"  and  some  houses 
make  a  big  lot  of  noise  about  this  time  on  "The  Big  Sale  of 
Men's  Furnishings." 

All  of  the  above  sales  fill  out  the  month  of  January,  and  if 
they  are  well  pushed  and  rightly  written  up  there  is  no  reason 
why  they  cannot  make  January  a  fairly  lively  month  in 
business. 


How  To  Accomplish  It.  47 

Febriiar>',  of  course,  should  not  be  devoid  of  "Great  Sales." 
It's  a  pity  that  the  word  "great"  is  abused  so  much  in  the 
retail  world.  Same  way  with  "bargain."  Yet  both  are  good 
words — so  good,  so  expressive,  so  excellent — that  the  brightest 
advertising  writers  have  not  been  able  to  displace  them  with 
better  words.  And,  in  all  probability,  for  ages  to  come  will  the 
word  "  great "  stare  you  from  the  headlines  of  nearly  every  retail 
ad,  and  the  word  "bargain"  appear  a  score  of  times  in  the 
arguments  of  the  same. 

February — to  return  to  the  point  left  a  moment  ago — 
should  have  its  "  Great  Sales,"  and  the  greatest  of  all  February 
sales  is  "  The  Great  Mid-Winter  Sale."  This  sale  can  be  made, 
by  skillful  advertising  work,  to  last  three  or  four  weeks.  As  it 
begins  to  wane,  talk — and  very  interesting  talk,  too — could  be 
introduced  about  incoming  spring  stocks  and  minor  special 
sales  in  the  store.  In  fact  all  the  advertising  stories  of  the  retail 
concern  for  the  year's  first  two  mouths  could  be  made  mighty 
interesting  to  the  feminine  readers  of  the  daily  press.  Of  course, 
we  all  know  that  men  read  ads,  but  the  great  audience  is 
women. 

Some  people  speak  harshly  of  "Great  Sales  "  and  "Special 
Sales."  They  say  such  sales  are  fakes— that  they  are  not  what 
they  seem,  that  they  are  merely  names  given  to  the  regular 
order  of  business  for  a  week  or  two,  and — well,  they  say  a 
whole  lot  of  things  neither  charitable  nor  complimentary  about 
these  sales.  While  such  criticism  may  be  partly  right  in  some 
instances,  yet  it  is  an  undeniable  fact  that  the  great  majority  of 
department  stores  issue  rigid  orders  to  their  various  buyers  to 
have  the  "bargains"  correspond  with  the  ads — to  make  honest 
attempts  to  bring  prices  down  to  the  lowest  points  possible  dur- 
ing certain  sales — and  where  this  harmony  exists  between  the 
buyers  and  the  advertising  department  increased  business  is  the 
result. 

In  the  newspaper  world  it  is  necessar>'  to  have  a  fresh  lot  of 
interesting  news — sensational  headlines,  daily.  Without  such, 
newspapers  would  soon  pall.  Just  so  with  the  advertising  of  a 
dry-goods  house.  It's  news — it's  live,  readable,  money-saving 
news  that  the  concern  daily  puts  before  its  constituents.     And 


48  Successful  Advertising 

that  concern  is  pleasing  the  public  and  doing  itself  a  service 
^.vhen  it  dishes  this  news  in  the  most  readable  and  attractive 
form  daily.  When  the  news  of  the  store's  doings  is  daily  spread 
before  the  public  gaze  under  the  title  of  "  Great  January  Sales," 
"Great  Mid-Winter  Sales,"  "The  Annual  Linen  Sale,"  or 
v;hatever  name  it  may  be,  and  the  same  clearly  presented  with 
the  twin  attractions  of  typographical  beauty  and  brilliant 
text — as  well  as  the  goods  and  prices  to  back  the  printed 
talk— it  stands  to  reason  that  such  special  sales  are  an 
advantage. 

They  stimulate  trade,  they  provoke  discussions  among  the 
store's  patrons,  they  increase  the  flow  of  shekels  to  the  firm's 
exchequer.  With  the  great  department  stores  of  Gotham, 
the  Quaker  City,  the  Hub  and  the  Woolly  West  you  will 
always  see  special  sales  of  all  sorts  being  indulged  in,  and 
although  some  concerns  overdo  it,  yet  the  majority  proceed  on 
a  systematic,  clear-headed  basis  by  having  "A  Great"  some 
kind  of  sale  on  tap  and  so  keeping  the  ball  of  business  rolling. 

Pushing  Winter   Business. 

Winter  a  dull  season  ? 

Not  at  all  ! 

The  great  wheel  of  winter  business  can  be  made  to  revolve 
rapidly  upon  the  hub  of  special  sales — the  whole  attached  to  the 
electric  dynamo  of  good  advertising. 

Keep  it  whirling — keep  it  going  and  you  centre  upon  it 
public  interest  and  draw  to  it  the  public's  dollars.  First  it  is 
one  special  sale — then  another  and  still  another  until  the  first 
thing  we  know  spring  goods  with  spring  announcements  and 
openings  come  along  to  claim  a  hearing. 

Throughout  Januaiy  there  is  the  special  sale  of  holiday 
goods — tlie  special  sale  previous  to  stock  taking — the  special 
sale  after  stock  taking — the  special  sale  of  muslin  underwear — 
the  special  sale  of  winter  underwear— the  special  sale  of  men's 
and  boy's  shirts — tlie  special  markdown  sale  for  January — the 
special  sale  of  dress  goods  and  silks  and  special  sales  enough  to 
keep  the  entire  establishment  busy. 


How  To  Accomplish  It.  49 

Throughout  February  there  are  more  special  sales,  every 
one  of  which  has  a  good  excuse  for  its  existence,  as  the  public — 
the  feminine  public  in  particular — know  full  well  that  prices 
are  sadly  broken  on  all  lines  of  fall  and  winter  goods,  and  that 
manufacturers  are  willing  to  turn  their  stocks  into  cash  at  sacri- 
fice prices,  for  is  not  spring  with  spring  assortments  near  at 
hand  ? 

There  are  two  ways  of  doing  a  thing — one  is  the  right  way 
and  the  other  is  the  wrong  way — and  while  one  is  carrying  on  a 
special  sale  he  might  as  well  do  it  the  right  way  as  not. 

I  know  some  merchants  and  heads  of  departments  who  start 
a  special  sale  in  a  sort  of  a-flash-in-the-pan  system,  that  is,  they 
make  a  fuss,  but  nothing  comes  of  it,  for  there  was  little  or  no 
thought  given  to  the  general  scheme. 

A  special  sale  does  not  consist  in  simply  advertising  it — it 
consists  in  :  First,  in  getting  all  the  goods  advertised.  Second, 
in  making  judicious  displays  of  these  goods  on  counters  and 
in  windows.  Third,  in  being  ready  to  supply  goods  whenever 
stocks  run  short.  Fourth,  in  having  plenty  of  price  tickets  and 
display  cards.  Fifth,  in  getting  the  entire  force  to  appreciate  the 
importance  of  this  sale.     Sixth,  in  advertising  it  properly. 

The  advertising,  above  all  other  details,  should  be  thought 
out  well  in  advance.  There  are  such  details  as  arranging  for 
certain  spaces  and  write-ups  in  the  local  papers,  the  printing  of 
circulars  or  circular  letters,  the  securing  of  cuts,  etc.,  etc.,  and 
when  all  this  is  thrown  upon  the  advertising  man  at  the  last 
moment,  the  result  is  anything  but  satisfactory. 

And  the  window  dresser  ?  He  is  a  very  important  man 
around  special  sale  time  and  he  should  not  be  rushed.  He 
ought  to  be  given  time  to  clear  out  his  windows  and  get  dum- 
mies, fixtures  and  whatever  his  artistic  and  business-like  con- 
ceptions of  the  window  displays  demand. 

He  and  the  advertising  man  usually  work  in  harmony — in 
many  establishments  the  advertising  manager  has  control  of  the 
window  dressing  as  well  as  of  the  advertising  and  printing. 

When  the  head  of  the  house,  the  advertising  man,  the  win- 
dow dresser,  the  buyers  and  all  concerned  get  their  heads 
together  and  work  in  absolute  harmony  to  make  a  special  sale  a 

4 


50  Successful  Advertising 

success,  what  is  to  prevent  its  beinc^  a  great  success?     Echo 
answers  with  much  reverberation  :   "  what?" 


Speed   the   Parting — Welcome  the  Coming. 

Zero  prices  on  winter  goods — clear  decks  for  the  incoming 
spring  stocks — such  in  brief  is  the  March  text  of  the  progres- 
sive retailer. 

In  spite  of  blizzards  and  impassable  streets  there  is  a  touch 
of  spring.  Back  of  the  white  garment  of  winter  we  can  see 
the  beauty  and  verdure  of  the  next  season  and  if  nothing  else 
the  incoming  new  stocks  are'Cvidences  enough. 

Weeks  ago  clever  buyers  in  the  great  markets  bought  the 
goods  which  are  now  trooping  in  and  the  only  bother  is,  the 
laggards  in  winter  merchandise  which  stand  in  the  way  of  the 
proper  disposition  of  the  new  arrivals. 

Where  is  the  remedy?  What  will  make  winter  stocks 
go  at  this  present  moment  ?  Is  there  not  some  power  that  will 
push  old  goods  into  the  hands  of  purchasers? 

There  is  a  power  that  never  fails — the  power  of  PRICE. 
Alone  it  is  mighty  but  backed  by  Good  Advertisiyig  it  is  irresisti- 
ble. Like  an  Alpine  avalanche  sweeping  everything  before  its 
path  the  power  of  PRICE  backed  by  Good  Advertising  will 
move  stocks  mountains  high. 

The  trouble  is  that  many  retailers  are  afraid  to  use  it.  They 
are  squeamish  on  the  point  of  a  present  small  loss,  but  if  they 
took  a  broad  view  of  the  situation  they  would  find  that  a  small 
loss  now  taken  is  better  by  far  than  the  inevitable  big  loss  later 
on  that  comes  from  shop-worn  goods,  disgruntled  customers  and 
a  damaged  reputation. 

John  Wanamaker,  Henry  Siegel,  Marshall  Field,  Eben 
Jordan — all  merchant  princes,  who  rose  by  sheer  force  of  ability 
— never  hesitated  to  take  the  bull  by  the  horns  and  sweep  out 
slow  sellers  with  prices  cut  to  the  core. 

Many  retailers  have  recently  written  me  about  the  heavy 
stocks  such  as  cloaks  and  suits  for  feminine  wear  and  overcoats 
and  winter  suits  for  men.  These  stocks  are  hard  to  move.  Cut 
prices — advertise — cut  prices — advertise — cut  prices — advertise — 


How  To  Accomplish  It.  51 

keep  at  it  everlastingly.  This  is  the  only  thing  to  do.  If  the 
season  has  been  anyway  decent  you  have  reaped  a  fair  profit 
from  the  heavy  winter  wearables,  so  you  can  afford  to  be  satis- 
fied with  a  less  profit  to  quickly  move  the  balance.  Yes  !  if 
you  are  a  merchant  of  nerve  and  judgment  you  will  be  satisfied 
with  no  profit  at  all  on  some  lines,  for  you  have  made  a  profit  of 
what  you  already  sold  this  winter — you  see  a  fair  profit  in  sight 
on  the  spring  goods  and  you  add  another  strong  link  in  the 
chain  that  binds  customers  to  your  store  by  giving  them  values 
that  throw  competition  completely  in  the  shade. 

How  to  advertise?  Advertise  forcibly — directly — pointedly 
— like  a  man  telling  something  that  should  be  heard  by  every 
man,  woman  and  child  within  reaching  distance.  Use  cuts  to 
illustrate  your  story  but  remember  that  the  telling  is  the  great 
point.  Display,  position  and  tricks  of  type  are  minor  considera- 
tions compared  with  what  you  say. 

As  to  space  ?  Well,  that  is  a  matter  of  individual  judg- 
ment. Generally  speaking,  I  would  advise  liberal  spaces  at 
present,  as  you  have  something  exceptional  in  the  bargain  line  to 
talk  about.  There  are  no  cut  and  dried  rules  about  using 
advertising  space.  About  all  the  advice  on  this  subject  can  be 
said  in  the  following  paragraph: 

Use  space  according  to  your  offerings  and  weather  condi- 
ditions.  The  best  copy  is  the  latest  of  the  best  store  news. 
When  you  have  something  to  say,  say  it ;  when  you  have  noth- 
ing to  say,  do  not  use  up  space  in  saying  it. 

If  there  is  only  a  weekly  in  your  town  do  not  hesitate  to 
supplement  the  newspaper  advertising  with  good  circulars  or 
poster  advertising.  Circular  advertising  in  country  towns  is  by 
no  means  the  poor  advertising  it  is  in  cities,  and  good  mercan- 
tile poster  advertising  is  yet  a  novelty  in  many  localities. 

Window  displays  and  interior  exhibits  are  vital  features! 
Use  plenty  of  price  cards  and  from  the  front  door  to  the  back 
yard  try  and  give  an  air  of  intense  earnestness  on  your  part  to 
say  a  quick  good-bye  to  the  slow  moving  winter  merchandise. 


52  Successful  Advertising 


Advertising  Spring  Stocks. 

The  new  spring  and  summer  styles  are  beginning  to  blos- 
som in  many  show  windows  of  the  great  metropolis,  and  plans 
for  pushing  the  new  arrivals  are  now  in  evidence. 

The  hotels  are  now  filled  with  buyers  from  the  West  and 
South — hotel  people  say  they  never  saw  so  many  out-of-town 
merchants  or  their  representatives  a  February  before — and  as  a 
result  the  latest  conceptions  of  American  and  European  design- 
ers are  scurrying  West  and  South,  to  be  exploited  in  the  many 
ads  of  many  houses. 

There  is  a  suggestion  of  the  poetry  of  spring  and  the  sun- 
shine of  summer  about  these  goods  that  contrasts  strongly  with 
the  present  bleak  February  weather,  and  it  is  therefore  wise  to 
tinge  dull,  prosaic  retail  advertising  with  a  little  of  this  warmth 
of  poetry. 

For  human  nature  is  ever  ready  to  respond  to  the  sugges- 
tiveness  of  spring  and  sunshine,  whether  it  appears  in  the 
humble  effort  of  the  aspiring  amateur  in  spring  poetry,  or  is 
more  deftly  spun  into  business  literature  by  the  clever  advertis- 
ing writer. 

The  masculine  eye  in  glancing  over  a  newspaper  column 
lightens  up  at  the  advance  spring  announcements,  speaking  of 
the  latest  shapes  in  men's  hats  ;  and  the  feminine  optic  gleams 
with  anticipation  as  it  learns  from  the  advertising  columns  that 
the  latest  effects  in  silks  are  the  Navel  Eccoisee,  Illuminated 
Broche  Grenadines  and  Bengaline  Soyeaux. 

In  advance  spring  advertising  the  retailer  has  ample  oppor- 
tunities to  inject  information  and  novelty  into  his  store  news. 
He  is  no  longer  obliged  to  thrum  the  well-beaten  note  of  bar- 
gains and  bargain  sales.  He  can  give  the  livest,  freshest  sort 
of  news  in  speaking  of  his  new  spring  arrivals  in  the  silks  and 
dress  goods — in  ladies'  capes  and  garments — in  clothing  and 
furnishings. 

In  general  store  or  department  store  advertising  it  is  well 
to  take  one  or  two  departments  at  a  time  in  speaking  of  their 


How  To  Accomplish  It.  53 

spring  openings.  Thus,  Sunday's  ad  might  contain  an 
announcement  of  the  initial  exhibit  of  ladies' jackets,  capes  and 
garments.  Tuesday's  might  speak  of  dress  goods  and  silks,  and 
later  on  in  the  week  the  announcement  regarding  spring 
millinery  could  be  made. 

In  the  course  of  a  week  or  two  all  the  principal  departments 
could  be  thus  given  the  prominence  they  deserve,  in  connection 
with  the  usual  digest  of  special  sales.  Then  a  whole  Sunday 
ad  could  be  given  to  the  entire  new  arrivals.  Have  the  head- 
ing speak  of  spring  styles — have  every  department  speak  only 
of  the  spring  styles — and  the  whole  ad  thus  given  to  spring 
styles  would  be  a  culminating  general  spring  announcement  to 
the  series  of  spring  ads  previously  given. 

Clothiers  and  furnishers  have  ample  opportunities  to  give 
their  patrons  the  latest  news  in  male  wearables.  This  can  be 
done  in  a  variety  of  ways.  One  is  by  the  regular  newspaper 
advertising,  which  shows  the  proper  idea  in  spring  overcoats 
and  neckwear.  This  is  always  illustrated  with  a  cut,  which  is 
accompanied  with  a  brief  description  of  the  garment  and  its 
price.  Another  way  is  to  issue  a  handsome  booklet,  showing 
the  new  arrangements  in  spring  and  summer  suits,  overcoats, 
shoes,  head  wear  and  furnishings.  Still  another  is  to  use  posters 
showing  two  or  more  faultlessly  dressed  men  promenading  in 
Central  Park  or  some  other  equally  interesting  place  with  the 
name  of  the  concern  attached  to  the  poster.  Still  another 
method  is  to  use  circular  announcements,  which  are  sent  by 
mail  to  possible  customers.  They  are  all  good,  although  some 
are  better  than  others.  Advertising  is  like  the  Kentucky  man's 
whiskey  in  most  people's  estimation. 

The  Kentucky  man — the  inevitable  colonel,  of  course — 
was  once  asked  his  opinion  of  whiskey — which  was  good  and 
which  was  bad. 

"  Well,  suh,"  he  responded,  "all  whiskey  is  good,  but  some 
whiskies  are  better  than  other  whiskies." 

Just  so  with  advertising.  All  advertising  is  good,  because 
it  is  better  than  no  advertising— but  there  are  varying  degrees 
of  goodness  in  advertising.  And  one  can  use  advertising  to 
excess  as  he  can  whiskey. 


54  Successful  Advertising 

I  believe  newspaper  advertising  to  be  the  best  for  a  retailer 
in  advertising  his  spring  stocks.  Then  comes  booklet  advertis- 
ing. A  well  written,  well  illustrated  booklet,  judiciously  dis- 
tributed, can  do  a  whole  lot  of  good.  The  average  man  will 
keep  it  and  occasionally  glance  in  it  for  the  proper  pointers  as 
to  his  wardrobe.  After  that  comes  poster  advertising,  which  is 
good  for  houses  that  cater  to  the  popular  trade.  A  good  poster 
is  a  work  of  art  nowadays,  and  it  detracts  neither  from  the 
dignity  or  standing  of  the  average  clothing  house  to  issue  it. 
On  the  contrary — quite. 

I  cannot  say  I  am  lost  in  ecstacy  over  the  possible  benefit 
to  be  derived  from  circular  or  card  advertising  sent  by  mail. 
I  have  done  quite  a  lot  of  it,  however,  for  people  who  were 
attracted  to  it  by  its  apparent  cheapness,  but  it  certainly 
has  its  drawbacks,  especially  in  a  large  city.  I  know  a  friend 
of  mine  living  up  in  Harlem,  who  almost  every  day  in  the  year 
finds  his  letter-box — he  lives  in  a  flat — filled  with  all  sorts  of  cir- 
culars and  cards  from  dentists,  grocers,  real  estate  men,  etc., 
stufied  in  with  his  regular  mail.  He  tells  me  he  promptly 
throws  them  away,  and  often  wishes  he  could  give  the  senders 
of  these  communications  a  term  in  the  penitentiary. 

When  the  circular  form  of  advertising  was  new  it  was  good. 
Circularizing  in  small  towns  is  more  effective  than  in  cities.  Cir- 
culars antagonize  my  Harlem  friend  in  a  moment — they  never 
win  his  trade — and  he  is  only  one  of  many  others  who  are 
heartily  disgusted  with  circular  advertising. 

Again  Spring  Advertising. 

The  winter  stocks  have  had  their  fling — they  have  been 
advertised  and  re-advertised — they  have  impressed  customers 
and  with  the  assumption  that  they  have  well  done  their  mercan- 
tile duty  the  next  and  natural  thought  is — 

Advertising  the  new  spring  stocks! 

They  are  legion!  There  are  new  silks,  suits,  shoes,  stock- 
ings and  shirts — magnetic  millinery  and  models  from  the 
modistes'  workrooms — dainty  dresses,  dress  stuffs  and  laces — 
clothing  conceits  and  haberdasher  hints  innumerable — in  fact, 


How  To  Accomplish  It. 


55 


spring  novelties  in  everything  for  personal  wear  and  frequently 
for  household  use. 

In  spring  advertising  jDlease  remember  that  while  the  public 
likes  novelty  it  also  appreciates  information,  if  not  given  in  too 
dry  a  form.  In  spring  advertising  information  concerning  the 
stocks,  store  and  prices  can  be  so  run  in  the  advertising  that  it 
relieves  the  mixture  of  facts,  figures  and  prose  poetry. 

The  retailer  picks  out  his  winning  cards  in  suits,  over- 
coats, millinery  and  dress  goods,  and  after  due  deliberation  over 
the  advertising  campaign  produces  a  series  of  ads  of  which  the 
following  may  stand  as  an  example: 


Stunning  Suits. 
Stylish  Overcoats. 

Whatever  wrinkle 
Fashion  says  is  so,  is 
here.  Whatever  worth 
that  fabric  and  work- 
manship can  give  is 
here.  Whatever  econ- 
omy that  a  thorough 
knowledge  of  the  busi- 
ness can  offer  is  here. 
We  suit  the  most  crit- 
ical taste — we  satisfy 
the  most  practical 
sense  with  a  spring 
stock  larger  by  far 
than  our  best  past 
showings. 


Overcoat 
item 
Here 


Suit 
item 
Here 


New  Millinery  In 
All  Its  Freshness. 

Redolent  with  the 
breath  of  Paris, 
charming  with  the 
touch  of  London  and 
perfect  with  a  profu- 
sion of  American  ideas, 
the  new  millinery  in- 
vites your  inspection. 

It  is  an  exhibit  that 
will  give  you  an  idea 
with  every  glance. 
Novelty  is  triumphant ! 
Not  only  is  the  newest 
here  but  the  best  is  here 
and  not  only  all  that 
but  prices  are  so  reason- 
able as  to  cause  wonder. 

See  all  on  the  open- 
ing day. 


SPRING     Johnson  A  Co.    spuing 
1900  1900 


Wednesday, 
the  15  th. 


Morgan  &  Co. 


Successful  Advertisings^ 


You  are  cordially  invited  to  inspect 

Our  Sprinf  Dress  Goods  Exhibit! 

The  newest,  the  best,  the  latest,  the  cream  of  the  market, 
is  here.  With  an  eye  single  to  your  purse  and  taste  we  have 
made  a  selection  the  peer  of  any  in  this  section.  The  fabrics, 
the  weaves,  the  color  combinations  and  (let  us  say  right  here) 
the  price  will  delight  you  and  every  connoisseur  of  dress  fabrics. 
Come  to-day,  to-morrow  or  this  week  and  see  our  list  of  new 
fabrics. 

Among  the  American  Fabrics  are 


Ice    Wool   Ettemain  something 

new  but 
which  Fashion  decreed  is  going  to 
be  all  the  rase  this  season.  Every 
desirable  color  combination  is  in 
our  assortment,  and  the  woman 
who  sees  it  will  fall  in  love  with  it, 
for  when  it  Is  draped  against  another 
color  fabric  it  makes  a  dress  ex- 
ceedingly vStylish  and  one  that  will 
give  wear  in  plenty. 


Silk    Sublime    for     a    recherche 

waist  or  dress  will 
be  in  great  demand  this  season. 
And  why  not?  Its  wearing  quali- 
ties are  unsurpassed.  Its  appearance 
Is  rich  and  fashionable  and'the  most 
stylish  dresser  would  be  glad  to 
wear  a  garment  from  It.  See  our 
very  attractive  varieties  and  learn 
our  very  low  prices. 


SMITH,  5MITH  &  CO. 


Introducing  Spring  MiiHnery,  etc. 

When  the  advertising  writer  spins  from  the  point  of  his  pen 
a  smooth,  saccharine  string  of  soft  somethings  after  this  order  : 

"  The  New  Afillmery  blooms  and  blossoms  with  the  genius 
of  Paris,  Berlin,  Vienna,  London  and  New  York — giving  forth 
ideas  by  the  score,  to  be  quickly  absorbed  by  wise  feminine 
heads  upon  which  the  new  headwear  will  gracefully  sit." 

By  such  token  will  the  gentle  public  know  that  gentle 
spring  is  in  evidence,  ready  to  shower  her  new  merchandise  up- 
on those  with  the  wherewithal  to  pay  for  the  privilege. 

And  as  there  is  a  goodly  number  waiting  with  cash  in  hand 
to  invest  in  the  new  spring  merchandise,  it  is  well  to  discuss 
ways  and  means  of  making  the  right  advertising  impression. 

Let  us  take  millinery.  Where  is  the  woman  in  this  broad 
land  (or  any  other  broad  land)  who  does  not  desire  an  Easter 
bonnet  or   hat?     Before  she  buys  this  head-covering  she  must 


How  To  Accomplish  It. 


57 


compare — criticise — conform — talk  it  over  with  her  friends. 
The  millinery  openings  help  her  in  this. 

One  of  the  greatest  helps  to  a  successful  millinery  season  is 
a  good  opening.  Start  the  spring  and  summer  season  right  and 
the  battle  is  half  won.     But  how  to  start  it  right  ? 

Invitation  cards — dainty,  delicate,  fashionable  iu  script  or 
slender  type — means  a  time-honored  but  still  effective  method. 
These  cards  should  be  mailed  in  envelopes  addressed  by  hand  to 
a  select  list  of  names.  Many  patrons  of  a  store  have  a  favorite 
saleslady.  With  such,  it  is  politic  for  the  saleslady  to  indicate, 
by  placing  her  name  on  the  card,  her  desire  to  give  personal 
attention  to  the  recipient  at  the  opening.  Floral  displays — not 
alone  the  usual  displays  of  artificial  flowers — but  arrangements 
of  plants,  roses,  etc.,  heighten  the  effect  at  an  opening  to  a 
degree  foolish  to  neglect.  Assuming  that  the  window  and  de- 
partment displays  were  everything  to  be  desired,  the  next  point 
is  the  newspaper  advertising.  A  millinery  opening  is  usually 
advertised  for  three  days.  The  first  ad  is  the  largest — frequently 
as  large  as  a  double  half  column.  New  York's  big  department 
stores  feature  the  millinery  at  the  top  of  their  large  ads.  Cats 
are  used  that  not  only  give  an  idea  of  new  styles,  but  suggest 
their  uses  as  shown  by  street,  theatre  or  hotel  scenes.  Here  is 
an  idea  for  a  heading- : 


Fresh  from  the  World's  Fashion  Centres 

Where  the  brightest  brains  and  nimblest  fingers  have 
been  at  work  come  the  new  styles  which  will  be  on  view. 


TUESDAY, 

WEDNESDAY, 

THURSDAY. 


To  say  it  is  our  best  showing  expresses  but  feebly 
the  attempt.  It  means  a  harvest  of  ideas  from  which 
our  customers  can  garner  to  their  hearts'  content.  Come 
and  attend  our 

Sprinf  Opening  of  Hats,  Bonnets  and  Toques, 


6S  Successful  Advertising 

Tlie  second  day's  ad  is  not  as  large  as  the  previous  dav- 
it touches  upon  the  success  of  the  first  day.  (Between  the 
gentle  reader,  this  piece  of  paper  and  the  writer  did  you— 
honor  bright— did  you  ever  know  of  an  opening  or  sale  that 
was  not  a  shining  success  the  first  day,  even  if  it  snowed 
mountain  high  or  rained  oceans  deep?  That  the  elements 
never  interfere  with  mercantile  plans  is  a  phenomenon  as  cer- 
tain as  it  is  inscrutable.)  The  third  day's  ad  is  still  smaller, 
then  the  millinery  advertising  fades  into  occasional  mentions 
in  the  general  ad,  unless  there  are — as  there  should  be— fre- 
quent special  sales. 

The  dress  goods— the  silks— the  ready-to-wear  garments 
for  women  and  children — the  clothing  and  furnishings  for  men 
and  boys  generally  have  separate  opening  ads.  On  Sundays, 
when  the  large  general  ad  appears  each  of  these  departments 
will  be  represented  in  a  manner  befitting  the  new  stocks. 

Try  and  give  information  in  your  ads.  When  you  speak  of 
new  silks,  tell  whether  they  are  silks  from  Lyons,  Japan  or 
New  Jersey.  American  ideas  have  so  progressed  in  Japan  that 
Japanese  silk  making  is  practically  Americanized— much  to  the 
improvement  of  these  fabrics.  Silk  manufacturers  in  New 
Jersey  are  as  wide  awake— if  not  more  so — than  their  rivals 
across  the  water.  The  manufacturer  in  New  Jersey  is  not 
alone  prolific  in  ideas,  but  he  also  improves  upon  the  foreigner's 
best.  Not  only  that,  but  he  can  produce  silks  cheaper.  Then 
sing  another  tune  about  the  shimmering  silks  from  sunny 
Southern  France,  where  silk  making  is  an  heirloom  that  stays 
in  families  for  generations,  etc. 

There  is  not  an  article  of  new  spring  merchandise  about 
which  an  interesting  bit  of  information  cannot  be  twisted  into 
the  ads. 

April  Advertising. 

T/ic  Tailor,  Clothier  and  Fwniishcr  has  his  new  spring  ideas 
in  makes,  weaves,  colorings  and  effects  which  he  is  anxious  to 
properly  introduce  before  prospective  customers.  He  will  find 
that  a  series  of  interesting  newspaper  ads — covering  the  ground 
as  to  price,  style  and  workmanship— judiciously  placed  in  the 


How  To  Accomplish  It.  59 

right  mediums  will  give  him  the  greatest  amount  of  advertising 
good.  A  booklet  of  eight  or  twelve  pages — if  interestingly- 
gotten  up — can  be  sent  with  profit  to  a  select  list  of  names. 
Even  a  two-page  circular — such  as  came  to  my  hands  a  few  days 
ago  showing  swatches  of  popular  priced  suits  and  overcoats — 
can  be  sent  out  with  good  returns. 

The  Dry  Goods  Retailer  has  plenty  to  talk  about.  His  new 
silks,  satins,  dress  goods,  wash  goods,  etc.,  show  hundreds  of 
new  suggestions  and  it  is  a  poor  pen  that  cannot  gather  inspira- 
tion from  the  charming  color  combinations  and  textures.  News- 
paper advertising  is  the  best  advertising  for  him — he  has 
probably  found  that  out  ere  this — and  with  the  aid  of  eye 
catching  illustrations  and  typography  he  gets  up  advertising 
that  thrills  every  feminine  mind  in  his  vicinity. 

The  Boot  and  Shoe  Man  is  not  at  a  loss  for  something  to 
say.  Even  the  single  but  important  fact  that  low  cut  patent 
leathers  will  be  distinctly  in  vogue  with  dressy  men  all  summer 
is  enough  to  add  a  spice  of  interesting  information  to  a  dozen 
ads.  By  giving  out  information  people  are  interested,  provided 
this  information  is  given  in  a  clever  manner.  (How  much  more 
interesting  is  the  ad  that  gives  some  of  the  meat  of  information 
skillfully  interwoven  with  the  tapioca  of  glittering  generalities 
instead  of  the  ad  made  up  wholly  of  g.  g?)  In  advertising  foot- 
wear many  good  advertisers  speak  of  but  a  single  item  at  a  time 
and  with  window  displays  and  inside  exhibits  hope  to  push  along 
the  sale  of  the  shoe  advertised.  Next  day  or  next  week  (according 
to  the  frequency  of  appearance  of  the  local  paper  or  the  enter- 
prise of  the  merchant)  another  strong  item  assisted  by  striking 
displays  is  on  tap,  and  so  on  until  every  normal  shoe  desire  is 
catered  to. 

The  //i2//^r  with  his  "spring  shapes"  is  ready  to  interest 
and  cover  young  and  old  heads.  He  can  tell  all  about  the 
Knox,  Dunlap  and  Youman  shapes — how  the  crowns  and  brims 
are  slightly  different  from  last  season's.  Occasionally,  you  v/ill 
find  a  hatter  enterprising  enough  to  put  out  a  booklet  concern- 
ing his  line,  which  piece  of  enterprise — as  is  every  business 
enterprise — is  guided  by  the  amount  of  business  being  done 
compared  with  what  might  be  done  with  additional  advertisir.g. 


60  Successful  Advertising 

The  Ladies*  Costiimer  will  find  April  an  ideal  month  to  talk 
about  the  novel  spring  capes,  cloaks,  dresses  and  skirts — surpass- 
ing subjects  for  the  advertiser  to  enthuse  over.  ("The  brains 
of  New  York  and  Paris  conceived  these  elegant  garments — a 
knowledge  of  the  market  made  the  prices  easy  on  the  purchaser's 
pocketbook  and  a  wise  selection  for  our  constituents'  popular 
needs  enabled  us  to  offer  the  most  tempting  spring  assortment 
ever  seen  in  this  section  of  the  State,  etc.,"  until  the  words 
pulled  out  of  the  writer's  ink  bottle  sink  deep  into  every 
woman's  mind.) 

The  Hardware  Dealer  with  his  rakes,  hoes,  spades  and  the 
list  of  garden  and  farm  implements  is  now  sharpening  his  lead 
pencil  to  grind  out  good  advertising  copy.  In  many  cases  he 
carries  seeds,  bulbs,  and  whatever  the  average  suburbanite  or 
farmer  may  desire  to  make  Mother  Earth  bloom  and  blossom 
with  natural  products,  and  he  has  a  variety  of  absorbing  subjects 
to  speak  about.  (To  see  this  form  of  advertising  at  its  height 
in  catalogue  shape,  look  at  some  of  the  gorgeous  catalogues 
put  forth  by  the  New  York  and  Chicago  wholesale  houses.) 

The  Grocer  and  Butcher  can  give  their  ads  a  springtime 
twitch  by  reason  of  recent  supplies  of  seasonable  edibles.  Fresh- 
ness and  purity  of  products  together  with  price  inducements  are 
the  keys  to  play  upon  by  this  advertiser,  and  as  tlie  busincoS 
music  Strikes  wise  feminine  ears  the  ads  are  always  sure  of  a 
musical,  clinking  cash  response. 

Taking  everything  into  consideration  the  springtime  adver- 
tiser's lot  is  not  such  an  unhappy  one,  as  he  has  something  new 
to  talk  about — a  wide  latitude  for  his  pen — plenty  prices  to  put 
to  paper — eager  eyes  to  read  his  stories,  and  as  the  times  gen- 
erally are  very  good,  quite  a  bit  of  money  waiting  to  jump  into 
his  till. 

Movements  in  May  Merchandising. 

There  were  a  couple  of  suggestions  that  reminded  me  one 
afternoon  that  spring  had  come.  One  was  a  trip  across  Madison 
Square  Park,  where  I  saw  that  philosopher.  Citizen  George 
Francis  Train,  sitting  on  a  bench,  surrounded  by  a  lot  of  children 
— his  thoughts  presumably  keeping  time  in  "  a  sort  of  Runic 


How  To  Accomplish  It.  61 

Rhyme"  to  the  twittering  of  birds  in  the  bright  green  foliage. 
The  park  looked  like  an  oasis  in  a  desert  of  bricks,  of  streets, 
of  cable  cars  and  of  people,  and  its  bright  verdure  looked  exceed- 
ingly restful.  The  other  hint  was  while  I  was  in  a  Broadway 
cigar  store  selecting  a  cigar,  when  I  noticed  a  circular  announc- 
ing the  initial  trips  of  the  Coney  Island  steamers. 

I  came  back  to  my  office  with  the  intention  of  making  this 
talk  appropriate  to  May  advertising — so  here  goes  : 

May  is  the  month  when  householders  are  thinking  of  fur- 
nishing and  refitting  their  homes.  They  need  a  dozen  pictures, 
a  carpet,  a  rug,  some  chairs  and  several  other  things,  and  the 
wise  house-furnishing  dealer,  by  a  series  of  well  directed  ads 
can  catch  a  very  nice  portion  of  spring  trade. 

Mr.  Furniture  or  Carpet  Dealer^  are  you  ready  for  this? 

May  is  the  month  when  the  joyous  golfer  and  cyclist  invest 
in  a  suit,  cap,  or  pair  of  shoes — to  say  nothing  of  a  wheel  and 
its  sundries.  Men  and  boys  are  looking  about  for  summer  suits 
and  personal  furnishings  of  every  sort  for  vacation  and  summer 
resort  purposes. 

Mr.  Clothier  and  Furnisher.^  are  you  ready  for  this  ? 

May  is  the  month  when  the  tourist  and  even  the  common- 
place, every-day  individual  is  looking  for  a  trunk,  bag,  valise  Or 
some  article  for  traveling  purposes. 

Mr.  Trunk  man.,  are  you  ready  for  this  ? 

May  is  the  month  when  many  a  suburbanite  tries  to  tickle 
his  little  patch  of  earth  with  a  hoe  to  bring  him  a  wealth  of 
flowers  and  vegetables.  He  needs  a  hose — a  lawn  mower — a 
rake  and  other  things  to  help  him  cultivate  that  little  patch  of 
ground  and  the  farmer  with  a  large  patch  needs  quite  a  number 
of  tools  to  help  him  with  his  work. 

Mr.  Hardware  Dealer.,  are  you  ready  for  this  ? 

May  is  the  month  when  many  a  lady  is  seriously  consider- 
ing her  summer  suit  and  outer  wearables.  She  needs  a  whole 
lot  of  "  fixins  "  for  her  personal  use,  and  she  appreciates  the  ads 
that  will  help  her  in  her  selections. 

Mr.  Cloak  Man  and  Dry  Goods  Dealer.,  are  you  ready  for 
this  ? 

In  fact,  May  is  a  month  that  may  well  be  improved  by  every 


62  Successful  Advertising 

retailer,  as  the  bright,  warm  days  suggest  many  needs  that  the 
wide  awake  dealer  ought  to  further  elucidate  by  a  series  of  sea- 
sonable May  ads. 

May  is  a  good  month  to  do  a  little  splurging  in  clothing 
and  furnishings.  Price  cutting  could  be  made  in  spring  cloth- 
ing, especially  overcoats.  Lots  of  men  who  have  not  invested 
in  a  spring  overcoat  could  be  now  induced  to  by  a  cut  of  from 
fifteen  to  forty  per  cent,  from  regular  prices.  Light  spring 
overcoats  are  handy  for  vacation  purposes  and  the  occasional 
cool  evenings  that  we  will  yet  see  before  autumn.  Spring  suits 
at  a  slight  reduction  will  find  favor  for  all  summer  wear.  Then 
the  multi-colored  summer  shirts  and  fashionable  neckwear 
should  be  well  advertised  at  present  and  in  every  line  of  men's, 
youths'  and  boys'  furnishings,  lively  May  movements  can  be 
occasioned  by  good  advertising. 

May  is  certainly  the  trunk  dealers'  month  to  advertise. 

And  the  dealer  in  cameras  and  photographic  supplies  ought 
to  take  advantage  of  the  month  and  bring  his  goods  into  news- 
paper publicity. 

The  papers  are  full  of  bicycle  ads  and  the  dealers  in  suits  for 
bicycle  and  other  sporting  and  outing  purposes  should  put  in 
their  best  efforts  all  through  this  month. 

The  shoe  dealer  should  utilize  his  four  and  six-inch  spaces 
with  helpful  suggestions  on  Oxfords  and  tans  and  the  other  sorts 
of  summer  footwear. 

If  the  hardware  man  will  take,  say  a  four-inch  single 
column  space,  right  along  through  the  month  of  May  and  the 
first  two  weeks  of  June,  he  can  do  his  business  a  whole  lot  of 
good.  The  ads  should  appear  daily,  if  possible — if  not  daily 
then  every  other  day,  or  at  least  tri-weekly,  and,  if  nothing  bet- 
ter, right  through  the  months  of  May  and  June  in  his  weekly 
pape/.  Each  hardware  ad  should  speak  of  one,  two  or  three 
specials — each  of  which  should  be  illustrated  with  a  clean 
outline  cut.  A  small  cut  answers  as  well  as  a  large  one,  pro- 
vided it  is  clear  and  well  drawn.  I  have  always  found,  in  my 
experience  in  advertising  hardware  departments,  that  cuts  were 
very  necessary. 

Of  course  the  department  and  dry  goods  stores  will  pound 


How  To  Accomplish  It.  63 

right  along  through  May  and  early  June  with  "  alarming  cuts  in 
dress  goods,"  and  "marvelous  reductions  in  ladies'  outer  gar- 
ments," as  well  as  special  sales  in  which  price  cuts  on  the 
regular  spring  and  summer  goods  are  the  themes  to  harp  on. 

A  very  good  plan  for  the  retailer  desiring  to  "  make  the 
most  of  things"  at  present,  i^  to  closely  study  the  ads  of 
live  houses  in  his  lines  in  larger  cities.  For  instance,  the  dry 
goods  dealer  in  a  central  New  York  town  could  study  the  ads  of 
Wanamaker,  Siegel-Cooper,  and  The  Adams  Dry  Goods  Co.,  in 
New  York— the  trunk  man  in  New  Hampshire  or  some  othef 
state,  should  note  what  the  leading  trunk  houses  in  New  York 
are  saying — the  furniture  and  house-furnishing  man  in  Illinois 
and  Indiana  may  well  study  the  present  ads  of  Tobey  or  Mandel 
of  Chicago,  and  so  on.  Every  retailer  can  get  a  few  points 
by  studying  the  methods  of  the  big  fish  in  his  line  in  larger 
cities. 

But  the  best  plan  of  all,  after  studying  the  ads  and  move- 
ments of  the  big  metropolitan  concerns,  is  for  the  retailer  to 
consider  his  local  conditions,  and  if  he  thinks  metropolitan 
methods  won't  exactly  fit  in  his  own  town,  to  evolve  strong 
advertising  methods  of  his  own  that  will  exactly  suit  his  case. 
In  most  cases,  however,  he  can  get  valuable  pointers  from  the 
big  fellows. 

Early  Summer  Advertising. 

This  is  the  season  of  the  year  when  the  thrifty  housewife 
looks  about  her  for  a  chair  or  two,  or  maybe  a  dozen,  for  her 
summer  residence.  She  is  also  likely  to  need  some  window 
curtains  and  screens,  some  rugs,  carpets,  pictures  and  a  whole 
lot  of  other  household  needs  that  almost  every  general  store 
keeps,  and  her  thoughts  in  this  direction  should  be  met  by 
vigorous,  sensible  advertising  of  her  needs. 

Summer  silks  and  dress  goods  also  occupy  quite  a  bit  of  her 
attention.  All  the  details  of  her  summer  wardrobe — and  they 
are  many,  ranging  from  ribbons  to  outing  suits — should  be 
further  impressed  upon  her  memory  by  a  series  of  special 
sales  of  these  goods. 


64  Successful  Advertising 

This  is  a  ^season  of  special  sales.  The  bloom  of  freshness 
has  worn  off  the  spring  and  summer  stocks,  and  following  in 
natural  sequence  come  price  reductions  with  their  attendant 
advertising. 

The  wide-awake  advertiser  at  all  times  adjusts  himself  to 
seasons  and  conditions.  He  keeps  his  eyes  well  peeled  upon 
his  neighbors'  movements  and  he  aims  to  anticipate  the  imme- 
diate wants  of  his  customers.  Advertising  is  a  mighty  factor 
in  this.  It  tells  the  tales  of  his  store  happenings  from  day  to 
day,  from  week  to  week,  and  just  now  it  should  be  interesting 
with  details  of  mark-downs  in  the  spring  and  summer  stocks. 

Inaugurate  a  special  sale  of  dress  goods  and  silks.  Add  to 
this  your  semi-annual  sale  of  notions  and  a  drive  in  ribbons. 
Keep  this  up  for  a  week  or  two  and  you  will  be  sure  to  cap- 
ture considerable  custom  from  the  women  of  your  vicinity 
who  are  thinking  of  summer  dresses.  And  where  is  the 
woman  who  is  not  at  present  thinking  of  that  important 
subject? 

This  is  also  a  good  time  to  boom  your  suit  department, 
especially  those  handsome  outing  and  cycling  suits  which 
recently  arrived.     Give  them  a  good  show  in  your  local  papers. 

Get  up  a  rousing  sale  of  shirt  and  silk  waists.  Have  a 
series  of  them  for  the  next  six  weeks,  anyway.  Shirt  waists 
are  more  in  demand  this  season  than  ever  before,  and  you 
ought  to  be  able  to  meet  this  demand,  not  only  in  your  stocks, 
but  by  letting  the  public  know  the  stories  of  these  stocks. 

Oxford  tan  and  all  the  various  styles  of  summer  shoes 
should  be  well  advertised  now.    Advertise  your  summer  hosiery. 

Use  cuts  in  your  ads.  I  have  always  preached  cuts,  but 
this  afternoon,  after  looking  over  a  full-page  ad  of  a  Southern 
dry  goods  concern,  wherein  not  a  single  cut  was  used,  I  am  again 
tempted  to  emphasize  the  necessity  of  cuts.  A  half-dozen  cuts 
run  through  the  page  would  lighten  it  up  wonderfully  ;  a 
dozen  would  not  only  make  the  page  attractive,  but  would 
be  a  most  potent  factor  in  selling  goods. 

Another  thing  in  early  summer  and  all-summer  advertis- 
ing. If  possible,  let  your  ads  take  on  a  vein  of  lightness  and 
brightness.     Remember  the  summer  novel  on  this.      The  sum- 


How  To  Accomplish  It.  65 

mer  novel  does  not  flourish  miicli  through  the  long  winter, 
because  people  are  full  of  business  and  are  intent  on  capturing 
the  almighty  dollar,  but  in  summer  their  thoughts  take  a 
lighter  turn.  They  turn  to  leisure  and  light  literature,  and  the 
advertising  that  is  crisp  and  bright  and  pleasing  stands  a 
much  better  show  in  summer  than  does  the  heavy,  solid  kind. 

Here  is  one  point  where  many  advertisers  are  lame,  and 
that  is  they  stop  advertising  the  moment  warm  weather  sets  in. 
I  do  not  consider  this  good  policy.  I  believe  in  pounding 
right  along — blow  hot,  blow  cold — and  if  you  notice  the  meth- 
ods of  the  greatest  dry-goods  advertisers  in  this  country  you 
will  observe  how  persistent  they  are  all  the  year  round. 

Keep  the  ball  of  special  sales  rolling  all  the  time,  even 
through  the  dullest  summer  months.  If  your  competitor  is 
napping  on  this,  so  much  the  better  for  you,  as  you  then  have  a 
clearer  field  in  which  to  work. 

Warm   Weather  Sales. 

This  morning,  while  in  a  Broadway  clothing  store,  selecting 
a  straw  hat  and  some  light  weight  summer  needs,  I  noticed  that 
all  the  trading  in  the  store  was  being  done  in  the  department 
given  to  straw  hats,  crash  suits,  light  coats  and  vests,  light 
weight  underwear  and  other  dog-day  wearables. 

The  departments  given  to  regular  summer  suits  and  the 
usual  lines  were  deserted. 

The  hot  weather  of  the  last  few  days  has  accentuated  the 
demand  for  goods  to  fit  weather  conditions,  and  I  thought  it  a 
waste  of  good  powder  and  shot  for  the  retailer — as  he  did — to 
pay  much  attention  to  advertising  the  Staple  lines  of  goods.  In 
my  opinion  it  would  be  better  policy  for  him  to  give  the  greater 
part  of  his  newspaper  space  to  straw  hats,  crash  suits,  etc. — such 
goods  as  people  are  now  looking  for.  The  staples  could  be 
mentioned  in  a  short  footnote. 

It  is  easier  to  sell  smaller  priced  articles  than  the  higher 
priced.  This  is  an  axiom  generally  accepted  in  the  retail 
world. 

Warm  weather  wearables  are  lower  priced  than  the  regular 
needs  in  clothing  and  furnishings.     Considering  this  fact  and 


66  Successful  Advertising 

the  further  fact  that  there  is  a  strong  demand  for  light,  cool  gar- 
ments at  present,  isn't  it  advisable  that  the  principal  advertising 
space  should  be  given  to  these  goods? 

During  the  entire  month  of  July  the  clothier  and  furnisher 
should  study  special  sales  in  negligee  shirts,  straw  hats,  crash 
suits,  thin  coats  and  vests,  summer  russets  and  similar  needs. 

The  ads  ought  to  be  well  illustrated — bright,  animated,  crisp, 
and  full  of  suggestiveness  as  to  the  timeliness  and  usefulness  of 
these  goods. 

A  letter  came  to  me  the  other  day  from  a  clothier,  asking 
the  average  life  of  the  special  sale.  Answer  :  a  week.  Of  course 
it  depends  upon  the  importance  of  the  sale.  Some  are  worth 
pushing  a  fortnight — others  die  an  easy  and  natural  death  in 
two  days.  Use  a  special  sale  as  you  would  a  lemon  ;  when  you 
have  squeezed  the  worth  out  of  it,  let  it  drop — but  before  you 
drop  it  be  sure  you  have  squeezed  the  juice  of  Mammon  well 
out  of  it. 

To  sustain  summer  interest  the  dry  goods  and  general  store 
ought  to  study  through  July  special  sales  in  summer  silks,  wash 
fabrics,  white  goods,  shirt  waists,  sailor  hats,  bathing  suits  and 
so  on  through  the  long  list  of  articles  most  likely  to  meet  the 
desires  of  Her  Royal  Highness,  The  American  Woman.  She 
may  not  have  any  pressing  need  for  these  articles — in  most 
instances  she  has  done  the  bulk  of  her  summer  buying  earlier — 
but  she  has  a  keen  eye  for  bargains  in  such  lines,  and  if  anything 
'*good"  captures  her  fancy  and  she  has  the  spare  change  on 
hand  she  will  surely  invest. 

A  great  number  of  retailers  stop,  or  almost  stop,  advertising 
through  dog-day  weather.  This  is  a  mistake — a  very  great  mis- 
take. There  are  always  some  dollars  floating  about — not  so 
many  to  be  sure  as  during  the  regular  buying  season — but 
enough  to  justify  special  efforts  to  capture  them. 

The  furniture  dealer  can  easily  do  a  fair  July  business  by 
good  advertising  of  reed  and  rattan  furniture,  hammocks,  lawn 
seats,  etc.  There  are  plenty  small  nick-nacks  in  the  house- 
furnishing  line  which  will  appeal  to  any  housewife's  heart  if 
rightly  priced  and  rightly  advertised.  If  you  will  notice  the 
movements  of  the  most  successful  carpet,  rug,  upholstery  and 


How  To  Accomplish  It.  67 

furniture  retailers  you  will  notice  that  they  keep  up  the  game 
of  good  advertising  right  along. 

In  this  article  I  could  ran  the  whole  gamut  of  retail  lines 
and  advise  the  grocer,  the  shoe  dealer,  the  suit  man,  the  haber- 
dasher, and  the  entire  list  to  specialize  certain  lines  for  the 
month  of  July.  But  such  a  detail  would  be  wearisome — if  this 
screed  will  jog  the  understanding  of  the  reader  in  the  direction 
of  advertising  timely  goods  by  timely  sales,  or  maybe  jibe  with 
some  ideas  which  have  already  been  laying  in  his  own  brain, 
then  it  will  have  accomplished  its  purpose. 

For  your  advertising  always  study  the  seasons  and  weather 
conditions — it  is  simply  a  matter  of  a  little  forethought — and 
you  can  save  and  make  many  good  dollars  by  so  doing. 

The  Mid=Summer  Clearance  Sale. 

Twice  a  year  almost  every  retail  establishment  has  a  grand 
clearance  sale  in  which  all  the  odds  and  ends  of  a  six  months' 
accumulation  of  business  must  be  swept  away  by  the  mighty 
brooms  of  little  prices  and  good  advertising. 

One  occurs  in  January  or  February — if  you  remember  I 
treated  of  it  in  a  previous  article — the  second  occurs  in  July  or 
August,  and  a  few  remarks  regarding  it  are  now  in  order. 

The  advance  guards  of  the  fall  stocks  will  soon  be  troop- 
ing in — they  need  th6  shelf  and  counter  room  now  taken  up  by 
the  fag  ends  of  summer  and  spring  stocks.  The  latter  must 
be  rid  of— there  is  one  way  to  do  it  and  that  is  by  a  well-aimed 
advertising  splurge  and  with  prices  so  small  that  they  will 
induce  every  bargain-loving  man,  woman  and  child  within  a  rea- 
sonable radius  of  your  store  to  visit  you. 

Department  stores,  shoe  stores,  clothing  stores,  haber- 
dashers, hatters  and  many  more  of  the  retail  stores  will  find 
this  summer  clearance  sale,  if  well  directed,  a  strong  impetus 
to  their  trade. 

Let  us  first  take  general  dry  goods  and  department  stores. 
Newspaper  advertising  is  the  best  advertising,  of  course,  but  it 
may  be  supplemented  by  effective  bill-board  advertising,  with 
window  and  interior  store  display. 


68  Successful  Advertising 

A  very  excellent  method  is  to  take  a  four  or  five  inch  sin- 
gle or  double  column  space — according  to  your  advertising 
appropriation — and  announce  the  sale  two  or  three  days  in 
advance.  This  will  tend  to  put  people  in  a  receptive  mind  for 
your  big  half  or  full  page  ad  which  comes  out  in  all  its 
glory,  generally  on  a  Sunday. 

Give  a  good  display  to  the  top  headlines  and  headings.  I 
would  advise  that  this  top  piece  run  clear  across  top  of  ad. 
Have  the  items  set  in  uniform  style  beneath.  Have  two  double 
columns  squares  with  items  and  prices  on  the  two  most  impor- 
tant departments  on  extreme  right  and  left  sides,  directly  under 
main  heading,  thus  giving  the  centre  columns,  single  columns 
each,  to  less  important  departments.  If  you  take  a  full  page 
try  to  carry  out  this  arrangement  throughout.  Now  after  this 
short  talk  about  grouping  the  items  and  prices,  allow  me  to 
make  a  few  other  general  suggestions. 

Tell  clearly  and  pointedly  in  your  general  headline  that 
this  is  your  "  Great  Mid-Summer  Clearance  Sale"  or  "Semi- 
Annual  Clearance  Sale  "  and  give  your  reasons  for  holding  this 
sale.  It  is  a  good  rule  to  never  advertise  a  sale  of  consequence 
without  giving  a  reason  for  that  sale.  People  are  unconscious 
analyzers  of  sales — they  like  to  look  for  reasons — superficial  or 
profound.     Give  them  reasons  when  you  can. 

Do  not  overcrowd  the  ad.  Have  the  whole  arranged  sym- 
metrically and  effectively.  I  wish  I  could  insert  in  the  body  of 
this  article  a  good  half  page  or  page  example  of  some  of  the 
good  clearing  sale  ads  which  I  have  in  mind,  so  as  to  illustrate 
this  point. 

Keep  this  sale  up  for  one  week  anyway.  Fire  your  great 
shot  oflf  with  the  first  big  ad — the  succeeding  ads  need  not  be 
so  large.  If  the  first  week's  sale  panned  out  all  right,  and  you 
think  you  can  give  it  another  week's  whirl,  go  ahead  and  do  it. 
You  are  the  best  judge.  Every  advertiser — every  merchant — 
every  business  man  must  in  a  measure  be  a  law  unto  himself. 
Just  the  same  he  can  pick  up  important  points  on  special  sub- 
jects by  specialists.  As  a  rule  this  mid-summer  clearance  sale 
lasts  two  weeks.  I  have  known  extreme  instances  where  it  has 
been  stretched  as  long  as  a  month. 


How  To  Accomplish  It.  69 

Use  cuts — good,  strong,  clear  talk — pay  nice  attention  to 
type,  rules  and  borders — back  up  your  ads  with  attractive  win- 
dow displays — get  up  special  department  exhibits — have  plenty 
of  plain  black  and  white  price  tags,  paste  proof  of  your  ads  in 
conspicuous  points  in  your  establishment  where  the  clerks, 
customers  and  floor  managers  can  easily  refer  to  them,  and  if 
your  goods  are  demandable  and  dependable,  you  ought  to  be 
able,  after  the  sale  is  over  to  have  your  decks  cleared  for  fall 
assortments  and  have  some  more  ready  cash  in  your  bank. 

Three  or  four  good  double  half  column  or  two  full  col- 
umn ads  on  a  clothing  sale  would  do  lots  of  clothiers  good  just 
now.  Or,  better  still,  if  you  can  afford  it — come  out  with  a 
half  page  clothing  clearance  sale  and  supplement  it  with  three 
or  four  good  ads  to  follow  the  first  big  ad.  The  life  of  the 
clothing  special  sale  depends  upon  individual  conditions  as  in 
other  sales.  In  the  matter  of  items  be  clear  and  satisfactory — 
it  is  better  to  slop  over  a  little  on  the  details  of  the  garment 
advertised  than  to  say  too  little.  In  no  line  of  advertising  are 
cuts  more  necessary  than  in  clothing. 

The  summer  season  is  not  over  yet  by  any  means — and 
many  an  impecunious  young  man  who  has  not  secured  a  sum- 
mer suit  by  reason  of  "the  stringency  of  the  money  market," 
will  be  very  likely  to  grasp  a  good  opportunity  to  get  this  suit 
when  properly  presented  in  a  good  live  ad. 

Before  starting  in  on  your  "Great  Clearance  Sale"  or  any 
other  sale  it  always  pays  to  sit  down  and  do  some  thinking. 
Call  in  your  various  buyers,  after  you  have  given  the  subject 
some  consideration — they  will  give  you  many  good  points. 
Never  fly  off  on  a  tangent  or  go  off  before  your  gun  is  quite 
loaded.  Have  all  the  details  of  your  sale  well  mapped  out  in 
your  mind — then  when  you  are  ready  to  act  you  can  act  so  that 
results  cannot  escape. 


70  Successful  Advertising 


Mid=Summer  Bombardment. 

The  following  appeared  in  Printer's  Ink  in  September,  1895 — conditions  are  now  naturally 
changed. 

When  I  joined  forces  with  Hayden  Bros.,  Omaha,  Neb., 
about  a  year  ago,  I  thought  I  saw  a  glorious  opportunity  to 
hypnotize  the  ordinary  dead  summer  trade  into  something  then 
unknown  to  Nebraska  merchants. 

And  the  result  somewhat  astonished  the  natives  of  this 
prairie-swept  State,  as  well  as  the  tenderfoot  from  the  classic 
advertising  fields  of  the  Hub.  From  handling  the  advertising 
of  the  mighty  house  of  Jordan,  Marsh  &  Co.,  of  Boston,  to  writ- 
ing and  placing  Hayden  Bros.'  bargain  stories,  was  quite  a  leap. 
But  health  conditions  and  physicians'  orders  sometimes  turn  our 
lives  topsy-turvy,  and,  well,  at  any  rate,  1  found  myself  one 
June  morning. of  last  year  out  in  Omaha,  under  contract  to  do 
Hayden  Bros.'  advertising. 

But  how  was  I  to  start  in  ?     Where  was  I  to  begin  ? 

This,  the  biggest  department  house  in  Omaha,  never  had 
an  advertising  manager.  And  I  was  the  first  one  to  come  along 
and  try  to  evolve  a  well  oiled  advertising  department  out  of 
what  appeared  to  me  to  be  dismal  chaos. 

A  most  peculiar  order  of  things  existed  at  the  time  of  my 
arrival,  and  I  was  told  the  same  conditions  were  to  be  found  in 
the  other  Omaha  stores.  This  was  the  situation.  As  they  had 
never  had  an  advertising  head,  the  various  heads  of  depart- 
ments (about  forty  in  all)  would  each  get  up  whatever  he  saw 
fit  to  advertise  his  special  department,  and  personally  take  or 
send  down  his  contribution  to  the  newspaper  offices.  This  con- 
tribution was  left  to  the  tender  mercies  of  a  foreman  in  the 
composing  room,  to  be  dovetailed  somewhere  in  the  general 
Sunday  or  other  ad  belonging  to  Hayden  Bros.  Thus  the 
Omaha  Sunday  Bee  would  be  a  couple  or  three  days  gathering 
in  the  bargain  announcements  of  this  house,  and  when  the 
whole  thing  was  brought  together  it  was  a  weird  and  wonderful 
mosaic  of  forty  different  individualities.  It  is  proverbial  that 
the  smartest  department  heads — the  men  who  are  keenest  in 


How  To  Accomplish  It.  71 

driving  bargains  and  making  dollars  appear  on  the  right  side 
of  the  department  ledgers — are  frequently  the  poorest  ad  writers. 

The  situation  was  quickly  realized.  In  the  first  place,  I 
picked  up  the  Omaha  Bee  and  studied  it.  I  noticed  that  the 
display  advertising  of  the  local  houses  for  this  particular  day  (it 
happened  to  be  on  a  Monday)  did  not  amount  to  a  row  of  pins. 
The  Nebraska  Clothing  Company's  ad  was  about  the  only  dis- 
play one.  On  the  last  page  was  an  eruption  of  poorly  written, 
poorly  arranged  and  very  loose-jointed  "  locals,"  or  in  other  words, 
a  lot  of  items  and  prices  arranged  in  single  column,  in  ordinary 
type,  without  regard  to  display.  An  old-fashioned  head-line  or 
two,  after  "the  tremendous  bargain"  order, headedthese  attempts. 

The  other  daily.  The  World- Herald^  told  about  the  same 
story.  The  Boston  Store,  Ferguson's,  the  Morse  Dry  Goods 
Co.,  in  fact,  all  the  dry  goods  stores  in  town,  seemed  to  be 
satisfied  with  these  "locals." 

The  suggestion  occurred  to  me,  why  wouldn't  it  be  a  good 
idea  for  some  department  house  to  take  advantage  of  this 
general  business  lassitude  and  begin  a  bombardment  of  mid- 
summer advertising.  Such  a  house  would  have  a  clear  field  to 
itself.  I  thought  the  scheme  worthy  of  trial,  and  so  started  in 
to  carry  out  this  idea. 

A  contract  was  soon  made  with  the  Omaha  Bee  and  World- 
Herald  wherewith  one-half  a  page  space  was  to  be  taken  ]\Ion- 
days,  Wednesdays  and  Fridays  and  one-third  page  space  Tues- 
days, Thursdays  and  Saturdays,  while  on  Sundays  full  page 
spaces  would  be  taken.  These  spaces  were  to  be  occupied  by 
regular  display  advertisements.  In  the  display  line,  at  any  rate, 
they  certainly  had  the  whole  field  to  themselves. 

Newspaper  space  out  there  is  quite  reasonable.  The  annual 
summer  languor  had  crept  over  trade  and  the  Omaha  merchants 
were  doing  as  they  always  did  at  that  season  of  the  year, 
namely :  resting  on  their  oars. 

I  started  in  to  work  on  a  Monday  morning.  The  next  day 
Hayden  Bros,  had  a  third  page  display  announcement  in  the 
morning  and  evening  papers;  Wednesday  saw  a  half  page; 
Thursday,, a  third  page;  Friday,  a  half  page;  Saturday,  one- 
third  page,  and — and — Sunday  a  full  page  ! 


72  Successful  Advertising 

Great  Christopher  !  The  other  merchants  didn't  know  what 
came  over  Hayden  Bros. 

Had  that  heretofore  eminently  sensible  house  suddenly 
developed  a  streak  of  insanity  ?  Were  they  buying  up  news- 
paper space  simply  for  the  sake  of  filling  the  newspapers  and 
seeing  their  name  in  print  ? 

A  visit  to  their  store  showed  considerable  method  in  their 
madness.  Yardsticks  were  flying  in  the  dress  goods  and  calicoes. 
The  head  of  the  silk  department  said  he  never  saw  anything 
like  it  before.  Scales  were  busy  in  the  groceries.  Household 
goods  were  melting  away  in  the  furniture,  carpet,  crockery  and 
kitchen  departments,  while  in  the  other  stores  there  was  the 
usual  mid-summer,  graveyard  silence.  The  Bee^  the  World- 
Herald^  Hayden  Bros.,  and  MacDonald — as  well  as  a  variety  of 
other  interested  ones — were  feeling  quite  happy  at  this  remark- 
able increase  of  business  all  around. 

The  success  of  this  dog-day  advertising  was  most  pro- 
nounced. It  aroused  torpid  trade — it  stimulated  general  interest 
amongst  Omaha's  female  population  as  to  Hayden's  wonderful 
bargains — and  it  "  set  the  other  fellows  a-guessing."  The  other 
merchants  thought  it  wise  to  imitate  Hayden  Bros.'  method, 
but  that  enterprising  house  had  all  the  wind  in  its  sails  and  the 
proprietors  were  well  pleased  with  this  unlooked  for  trade  at 
this  season  of  the  year. 

In  Omaha,  or  any  of  these  far  Western  cities,  the  advertiser 
should  blow  his  horn  long  and  loud.  The  concern  that  makes 
the  most  noise  out  there  (other  things  in  proportion)  is  the  one 
that  "gets  there."  Modesty  there  is  a  drug  in  the  advertising 
market.  It  is  the  general  character  of  the  climate  and  people 
not  to  be  over-afflicted  with  a  sense  of  their  small  importance. 
When  the  pioneer  real  estate  and  general  business  men  began 
to  advertise  some  score  or  more  years  ago  in  the  West,  they 
spoke  with  such  emphasis  that  they  were  heard  all  over  the 
world,  and  as  aggressive,  progressive  advance-guards,  they 
understood  their  business  and  built  the  West  up  to  be  the  point 
where  she  is  to-day ;  consequently,  as  the  West  is  to-day 
aggressive,  her  advertising  should  be  so,  to  be  successful. 


How  To  Accomplish  It.  T3 


Warm  Weather  Wooing  of  Business. 

"Oh!  this  is  the  dull  season— guess  I'll  let  matters  rest," 
says  the  old-time  merchant. 

"What's  the  use  of  forcing  matters  when  nothing  can  be 
forced?  Good  plan  is  to  go  fishing — the  clerks  can  run  the 
store.  Nobody  is  buying  these  days."  So  remarks  one  type  of 
many  storekeepers,  whose  conventional  ideas  of  pushing  busi- 
ness during  the  busy  seasons  and  letting  it  rest  upon  its  oars 
during  the  dull  seasons,  begets  perhaps  a  pleasant  and  phil- 
osophical existence  for  himself  and  his  assistants,  but  which  is 
hardly  living  up  to  the  best  modern  methods  in  business 
bringing. 

Everybody  has  not  gone  out  of  town !  There  are  any 
number  of  professional  and  business  men,  as  well  as  workers 
generally,  whose  noses  are  kept  down  to  the  grindstone  of  effort, 
month  in  and  month  out,  for  a  dozen  months  in  the  year.  These 
men  and  such  portions  of  their  families  as  are  in  town  need 
good  things  to  eat,  good  things  to  wear— articles  of  use  and 
luxury — in  July  as  well  as  in  January. 

The  highest  type  of  retailer  remembers  this.  He  does  not 
relax  his  efforts  to  bring  trade  during  dog-day  weather.  Drop  in 
his  store  and  see  how  he  is  still  pegging  at  it.  The  electric  fans 
dissipate  sultry  atmosphere— a  frequent  and  judicious  use  of 
the  sprinkling  pot  is  also  cooling  and  grateful— the  windows 
are  as  clean  as  a  new  silver  dollar — the  window  displays  are 
bright  and  well  considered— the  ads  are  summery  and  interest- 
ing— the  goods  are  seasonable — in  short  an  air  of  invitation  ' '  to 
come  and  be  comfortable  while  getting  your  money's  worth  in 
summer  needs"  is  evident. 

Men's  serge  suits,  crash  suits  and  light  wearables  of  every 
sort,  with  shirt  waists,  silk  waists,  outing  dresses  and  skirts,  as 
well  as  other  summer  garments  for  women,  misses  and  children 
are  being  pushed  by  advertising. 

Many  a  furniture  and  upholstery  dealer  is  still  shouting 
"Awnings,  slip  covers  and  summer  curtains,"  to  say  nothing  of 


74  Successful  Advertising 

hammocks,  reed  furniture,  etc.  As  for  the  grocery  dealer,  he 
has  a  lot  of  cooling  drinks,  tinned  foods  and  summer  require- 
ments for  the  inner  man  (and  woman).  And  it  would  not  be 
just  to  that  great  American  institution — the  soda  fountain — to 
say  nothing  about  it.  When  you  come  to  think  "on't,"  it  is 
remarkable  how  many  summer  articles  there  are  that  can  stand 
a  lot  of  advertising,  not  only  in  newspapers,  but  also  by  window 
displays,  and  as  previously  hinted,  a  cool,  inviting  store. 

I  have  just  been  reading  Thackeray's  "Book  of  Snobs," 
and  was  struck  with  the  fact  that  Thackeray— great  as  he  was— 
practically  struck  but  one  note  through  all  his  works,  and  that 
was  puncturing  shams.  Whether  you  read  the  "  Yellowplush 
Papers"  or  "  Vanity  Fair,"  you  will  find  his  incisive  pen  prick- 
ing social  bubbles,  and  although  he  played  but  one  key,  he 
played  it  with  such  skill  that  all  the  world  stopped  to  listen. 

There  is  a  thought  here  that  can  be  applied  to  warm 
weather  wooing  of  business.  It  is  :  Have  one  dominant  point 
underlying  all  the  summer  advertising.  And  that  point  may 
well  be  : 


Ours  is  a  Cool  Store! 


Vary  it  as  you  will,  twist  in  new  words,  bring  in  new 
phrases  and  sentences,  but  in  every  ad  bring  out  the  idea  clear 
and  strong  that  your  store  is  a  nice  place  to  stop  in  because  it's 
cool  and  comfortable.  It  will  strike  a  responsive  chord  in  the 
bosom  of  everybody  who  swelters  even  a  little  bit  under  the 
sizzling  sun  that  will  be  with  us  for  three  months  to  come. 

Dog-day  Clothing  Advertising. 

Special  sales  during  dog-day  weather  should  be  particularly 
studied.  For  trade  languishes  under  warm  weather  influence, 
and  the  best  antidote  for  summer  business  debility  is  strong 
doses  of  special  sales  and  special  ads. 

A  glance  over  the  advertising  columns  of  almost  any  daily 
publication  shows  clothing  and  furnishing  goods  advertising  of 
an  order  liable  to  extreme  criticism.  The  principal  criticism  is 
this:  Why  do  retailers  insist  upon  advertising  the  staple  articles 


How  To  Accomplish  It.  75 

of  wear — such  as  regular  suits,  boys'  clothing,  white  shirts,  soft 
hats,  etc.,  when  there  is  but  little  demand  for  them — when  the 
demand  for  clothing  is  in  the  direction  of  such  summer  needs 
as  light-weight  coats  and  vests,  crash  suits,  straw  hats,  outing 
shirts,  etc.?  Why  not  give  up  the  whole  or  part  of  the  ad  to 
such  needs  ? 

The  other  day  the  writer  noticed  the  ad  of  a  New  York 
clothier,  which  was  almost  altogether  given  to  regular  summer 
suits.  A  short  paragraph  at  the  bottom  spoke  of  straw  hats. 
A  visit  to  the  store  showed  every  department  deserted  except 
the  ones  given  to  the  easy,  comfortable  things  for  summer  wear, 
such  as  straw  hats,  Oxford  shoes,  negligee  shirts,  crash  suits,  etc. 

This  is  harvest-time  for  such  goods.  The  dealer  need  not 
expect  to  do  much  in  suits  of  worsted,  cheviot,  clays  or  mix- 
tures at  present.  They  are  likely  to  lie  on  his  counters  until 
the  cool  weather  of  waning  summer  suggests  their  use.  But 
the  manager  should  give  a  whole  lot  of  attention  towards  the 
pushing  of  light-weight  clothing — he  should  give  the  bulk  of 
advertising  space  to  a  right  representation  of  these  goods. 

Summer  advertising  should  be  crisp,  animated  and  vigor- 
ous. The  text  should  be  cleverly  written — not  too  heavy,  but 
rather  light  and  summery — each  sentence  suggestive  of  summer 
comfort  in  wearing  togs.  Cuts  are  great  helpers  to  the  ads  ; 
they  should  also  be  cleverly  drawn,  and  apply  with  strong  sug- 
gestiveness  to  the  use  of  the  garment  advertised. 

Get  up  one  day  a  special  sale  of  straw  hats.  Keep  your 
straw  hat  ad  running  for  a  week  or  so  with  change  of  copy 
every  day.  Don't  forget  to  change  your  copy  daily,  and  inject 
life,  crispness  and  point  into  every  ad  you  pen.  Change  your 
cuts  frequently.  The  great  charm  of  advertising  is  its  variety 
— when  the  bloom  of  freshness  wears  off  it  becomes  like  the 
antiquated  summer  girl,  "slightly  passe," 

After  your  straw  hat  excitement,  get  up  a  furor  on  crash 
suits  and  light  coats  and  vests.  Handle  this  as  you  did  your 
straw  hat  affair.  Give  some  consideration  to  your  outing  shirts, 
lawn  ties,  low-cut  shoes,  light-weight  hosiery  and  underwear. 
Get  up  a  special  sale  on  each  of  these.  It  would  not  be  a  half- 
bad  idea  to  come  out  strong  with  a  half-page  ad  on  all  the 


76  Successful  Advertising 

above  goods,  and  give  the  entire  ad  a  summer  flavor.  This 
can  be  done  by  a  suitable  general  heading  and  a  suitable  cut  to 
accompany  same. 

Before  you  write  an  ad  give  a  few  minutes'  hard  consider- 
ation to  your  subject.  Don't  sit  down  and  pen  the  first  thing 
that  comes  uppermost  in  your  brain.  Advertising  is  nothing 
more  nor  less  than  an  intelligent  exposition  of  your  store  news 
and  demands  just  as  much  hard,  sensible  thought  as  you  would 
apply  to  the  purchase  of  a  lot  of  suits  or  worsteds. 

Lots  of  merchants  "just  jot  down"  an  ad  because  they 
fancy  that  they  have  not  the  time  to  give  the  ad  the  considera- 
tion it  deserves.  This  is  a  very  grievous  error — one  that 
switches  many  good  dollars  from  the  pockets  of  store  proprie- 
tors. When  you  are  preparing  advertising,  prepare  it  right. 
Advertising  is  to-day  to  business  what  fuel  is  to  a  boiler — it 
keeps  the  steam  up  and  the  wheels  working. 

As  to  Summer  Schemes.— I  have  seen  the  worth  of  a  ten 
per  cent,  distribution,  and  in  point  of  a  great  success  never  saw 
anything  like  it.     This,  in  brief,  is  how  it  was  worked  : 

With  every  sale  of  clothing  and  furnishings  a  ticket  good 
for  ten  per  cent,  of  the  sale  was  given  the  purchaser.  This 
ticket  was  good  for  its  face  value  in  any  department.  Thus: 
If  a  ten  dollar  suit  was  sold  a  ticket  good  for  one  dollar  was 
given,  which  ticket  could  get  a  dollar's  worth  of  groceries,  a 
dollar's  worth  of  dress  goods,  a  dollar's  worth  of  small  wares  or 
a  dollar's  worth  of  anything  in  the  store. 

In  a  boys'  clothing  department  a  Mid-Summer  excitement 
can  be  created  by  giving  with  each  suit  a  ticket  entitling 
the  bearer  to  a  photograph  of  himself  in  his  new  suit, 
by  giving  him  tickets  to  the  circus  or  summer  opera,  balance- 
of-season  ticket  to  the  baseball  grounds,  or  an  excursion  ticket 
to  a  nearby  summer  resort.  These  matters  can  be  arranged 
easier  than  is  generally  supposed,  and  when  put  in  vigorous 
operation  are  surprising  successes. 

Years  ago,  while  looking  in  J.  B.  Barnaby's  clothing  win- 
dow in  Boston,  I  saw  where  a  beautiful  Columbia  bicycle 
would  be  given  the  boy  buying  a  suit  of  clothes;  who  would 
guess  nearest  the  exact  number  of  seeds  in  a  big  pumpkin.     I 


How  To  Accomplish  It.  77 

needed  a  new  suit  that  July  about  as  much  as  a  dog  needs  two 
tails,  but  I  was  suffering  for  that  bicycle.  So  I  joined  the 
immense  crowds  of  boys  who  were  buying  suits.  That  pump- 
kin idea,  which  is  closely  related  to  the  corn-cob  plan  and  seed- 
in-the-jar  idea,  can  still  be  worked  where  the  lottery  law  is  not 
too  strongly  enforced. 

Band  concerts  from  the  balcony  are  given  by  some  enter- 
prising clothiers  and  furnishers  during  the  summer  season.  , 
Saturday  night  is  the  most  favorable  night  for  a  store  that  caters 
to  the  masses,  as  on  that  evening  Tom,  Dick  and  Harry  gets 
paid  off,  to  be  naturally  attracted  to  the  store  from  whence  the 
music  wells. 

The  value  of  cooling  breezes,  whether  operated  by  an  elec- 
tric fan  or  by  the  simple  process  of  opening  the  front  and  back 
doors,  with  a  few  windows,  cannot  be  over-estimated.  A  judi- 
cious use  of  the  sprinkling  pot  and  a  few  palm-leaf  fans  within 
easy  reach  help  to  cool  the  store  and  incidentally  the  customer. 
Give  people  the  idea  your  store  is  cool,  and  you  give  them  a 
splendid  summer  advertising  argument.  In  every  ad  should 
appear  some  reference  to  the  cool,  comfortable  store,  as  well  as 
the  cool,  comfortable  wearables  to  be  had  within. 

Among  the  out-of-the-ordinary  methods  of  advertising  that 
some  advanced  advertisers  do  in  summer  may  be  mentioned: 

(i)  Giving  away  huge  umbrellas  (with  ads  on  same)  to 
drivers  of  truck  teams,  etc. 

(2)  Giving  away  Japanese  fans  (with  ads  on  both  sides)  to 
everybody  who  calls  for  them. 

But,  after  all,  the  real  advertising  is  the  newspaper  adver- 
tising. Just  now  it  is  graceful,  yet  forcible  with  the  worth  of 
its  story — light  and  easy,  yet  pointed  and  convincing — a  reflex 
of  the  hot  summer  season,  yet  telling  its  tale  of  bargains  in  a 
straightforward  and  convincing  manner. 


78  Successful  Advertising 


Autumn  Advertising. 

The  very  crispness  of  autumn  atmosphere  should  send  a 
crispness  through  autumn  advertising — the  gorgeous  colorings 
of  autumn  foliage  should  suggest  some  gorgeous  word  pictures 
in  honor  of  the  many  hued  autunm  arrivals  in  dress  stuflfs, 
garments,  and  every  sort  of  cool  weather  merchandise. 

For  they  are  worth  it  ! 

All  through  the  summer  season — on  warm  days,  dog  days, 
murky  days,  and  days  that  were  neither — was  the  bargain  story 
told  and  retold  in  every  type  known  to  the  compositor,  and 
with  every  argument  that  the  ingenious  advertising  pen  could 
write  until  the  purchasing  public,  advertiser,  and  even  the  poor 
compositor  were  so — oh,  so  weary  ! 

But  now  all  is  changed.  New  merchandise,  whose  very 
appearance  is  fruitful  of  ideas,  is  daily  opened  before  the  adver- 
tiser, and  it  is  an  easy  matter  to  swing  freshness,  novelty  and 
information  in  every  paragraph  of  publicity. 

Why,  the  autumn  capes,  jackets  and  outer  garments  for 
women  alone  are  worth  column-of-advertising  talk  ! 

Ask  the  suit  and  cloak  buyer  if  this  is  not  so. 

And  the  dress  goods — see  the  many  weaves,  combinations 
and  colorings  foreign  to  the  town  until  this  lot  came  in  sight ! 
Why,  every  woman  would  be  delighted  to  hear  about  them, 
and  he  must  indeed  be  a  foolish  advertiser  who  will  not  do 
full  justice  to  them. 

"  But  one  thing  at  a  time  and  that  thing  well,"  that  is  the 
motto  of  the  average  advertiser  about  this  period,  and  he  pro- 
ceeds to  carry  out  this  excellent  rule  by  first  having  "An 
Advance  Exhibit  of  Silks  and  Dress  Goods,"  then  "  An 
Autumn  Showing  of  Ladies',  Misses'  and  Children's  Garments," 
then  "  Our  Grand  Millinery  Exhibit— Fall  and  Winter,"  and 
when  these  and  other  interesting  occasions  are  each  given 
proper  advertising  justice,  it  is  well  to  combine  all  the 
departments  into  a  mighty  Sunday  ad  which  not  only  again 
portrays  their  autumn  freshness,  but  also  which  with  good  items 


How  To  Accomplish  It. 


79 


and    prices    demonstrates    the    bargain-giving    power    of     the 
establishment. 

After  this  comes  the  holiday  season.  The  usual  array  of 
strong  specials  besides  showing  pleasing  prices,  also  indicate 
the  plentitude  of  new  styles,  bright  ideas  and  modern  methods 
of  the  mercantile  establishment  behind  the  advertising. 

A  well-planned,  well-  ^•p;§.§§§;§.§;§:^§i§i§i§g;gg:g;g:g:.g;g;g.:g:.^^ 

Atitumn 


I  An 


Ladies\ 


Showing    of  g 
Misses'     and  | 
Children'' s    Garments  !  g 


Practically  every  Fashion  source  of  ^ 


in   this  exhibit.     London 


is  amply  ^ 
W  represented — so  is  Paris.  Berlin  and  ^ 
W  Vienna  are  not  overlooked.  And  iSs 
'a^  New    York    after  grasping   the   Old  ^ 


carried-out  fall  advertis- 
ing campaign  should  be 
considered  several  weeks 
in  advance  of  actual  com- 
mencement. 

Consider  how  you  can 
knock  sky-high  last  fall's 
records  for  over-the-coun- 
ter sales.  Give  some 
thought  -as  to  how  you 
can  improve  your  lan- 
guage, display  and  gene- 
ral advertising  effective- 
ness. Think  up  some 
clever  window  displa3-s, 
and  do  not  forget  interior 
store  arrangements. 

Everything  counts  up  ! 

Try  and  infuse  a  strong 
stream  of  that  necessary 
electric  juice  called  ^j/rzV 
de  corps  into  your  clerks. 
Make  every  helper  feel  he 
is  something  more  than  a 
cog  in  your  great  wheel  of 
business — that  he  is  a  living,  actual  necessity  in  his  particular 
line  of  duty. 

And  in  giving  attention  to  over-the-counter  selling,  do  not 
forget  that  there  are  people — scores,  hundreds  or  even  thousands 
of  miles  away  from  your  store — who  may  be  induced  to  trade  with 
you  through  a  well-ordered,  well-equipped  mail  order  department. 


World's  best  ideas  sent  us  several  ^ 
hundred  of  the  newest,  nobbiest  and  g 
most  winsotne  J^ 

Capes,    Skirts,    Dresses    for      ^ 

JVomefi,  Jackets,  Waists,  g 

Dresses  for  Children,  g 

etc.,  etc.,  etc.  ^ 

i& 

xH 

Your  presence  is  cordially  invited,    m 

This  showing  again  demonstrates  our  ^ 

commercial  supremacy.  m 


/ONES,  JONES  &  CO.  I 

\  i 


80  Successful  Advertising 

Circulars,  booklets  and  catalogues,  rightly  written,  illustrated 
and  printed,  are  the  trade  reachers  for  a  mail  order  department. 
Occasional  references  about  the  worth  of  your  mail  order 
department  in  your  regular  ads  are  also  valuable. 

Study  the  ads  of  the  principal  dealers  in  your  line.  No 
man  has  a  corner  on  good  advertising.  Your  competitors  are 
as  likely  to  evolve  them  as  you,  and  by  keeping  in  touch  with 
their  advertising  efforts  you  can  gain  many  points  likely  to  be 
of  decided  benefit. 

Holiday  Advertising. 

Holiday  advertising — eh  ? 

Well  let  us  talk  about  it ! 

Horace  Greeley  said  that  if  our  foresight  was  as  good  as  our 
hindsight  we  would  be  a  blamed  sight  better  off. 

Those  who  have  had  experience — and  necessarily  hindsight 
— will  remember  last  year  how  important  it  was  to  have  adver- 
tising planned  and  prepared  well  in  advance.  Those  who 
waited  till  the  last  minute  to  select  the  proper  things  to  adver- 
tise, to  prepare  advertising  and  arrange  for  advertising  space 
now  remember  how  such  dilatoriness  hurt  business. 

Delayed  advertising  and  poor  advertising  will  hurt  this  year 
as  well  as  last  year. 

Be  on  time  and  get  up  good  copy  on  good  values  ! 

Which  comes  pretty  near  being  the  keynote  of  a  successful 
holiday  season. 

It  is  next  in  importance  only  to  a  good  store  and  stock. 

The  advertising  should  be  filled  with  suggestions  as  to 
holiday  gift-giving. 

If  you  are  advertising  a  $7.98  jacket  for  women  say  some- 
where in  the  ad  that  it  would  make  a  sensible  Christmas  present. 

If  you  are  advertising  a  box  of  perfumeries  say  a  lot  about 
its  being  especially  appropriate  as  a  holiday  present. 

If  you  are  advertising  a  jack  knife  or  a  pair  of  skates,  shed 
some  printer's  ink  on  the  fact  that  every  boy  aches  for  these 
things  Christmas  time. 

If  you  are  advertising  books  speak  about  the  long  winter 


How  To  Accomplish  It.  81 

evenings  which  can  be  whiled  away  through  the  generosity  and 
affection  of  the  friend  at  Christmas. 

And  so  on. 

Every  imaginable  thing  sold  can  be  utilized  as  a  Christmas 
present — whether  it  be  a  house  and  lot  or  a  paper  of  pins. 
And  in  speaking  of  it  touch  upon  its  desirability  and  uses  as  a 
Christmas  present. 

A  reaction  has  set  in  in  the  past  few  years  from  giving 
trumpery,  ornamental  articles  as  Christmas  gifts  in  favor  of 
presents  that  are  sensible  and  useful. 

This  is  a  good  point  to  advertise. 

Tell  the  public  that  your  stock  of  Christmas  gifts  have  been 
selected  with  an  eye  to  their  utilization — that  while  you  have 
large  varieties  of  holiday  merchandise  in  which  every  taste  and 
style  are  centered,  }et  service  and  practicability  have  never  yet 
been  overlooked.  This  argument  vvill  appeal  to  the  great  mass 
of  people  who  are  looking  for  sensible  goods  as  Christmas  gifts. 

Many  persons  have  no  idea  of  what  they  want,  until  they 
get  into  the  store  and  then  are  only  confused  by  the  mass  of  sug- 
gestion. Help  them  out  in  advance  by  suggestions  in  your 
advertising. 

This  is  a  good  point  for  the  advertiser. 

For  the  infant  there  is  so  and  so— for  the  boy  there  is  this 
line  of  goods— for  the  girl  there  is  that  list  of  articles — for  the 
young  lady  here  is  an  assortment  that  somewhere  ought  to  hit 
her  tastes — for  the  matron  there  is  a  fine  line  of  household  needs 
and  articles  of  personal  wear — for  the  middle  aged  man  there  is 
a  pipe — a  pocketbook— arazor  or  what  not — for  thegrandj^arents 
another  list  that  appeals  to  their  individual  wishes,  and  so  on 
until  every  age  and  wish  are  cleverly  met  in  the  advertising. 

A  good  plan  is  to  give  lists  of  articles  for  certain  sums. 
For  instance  5c.  will  buy  so  many  things — loc.  so  many  articles — 
25c.  another  list — 50c.  heads  another  bargain  column  and  so  on. 

What  holiday  shoppers  look  for  principally  are  suggestions. 
From  "an  embarrassment  of  riches"  their  minds  become  con- 
fused and  they  grasp  eagerly  at  suggestions  cleverly  put. 

Although  this  is  the  twentieth  century  Santa  Clans  is  as 
much  in  evidence  this  season  as  ever  before.  Swing  the  old 
6 


82  Successful  Advertising 

gentleman  in  your  advertising — talk  about  him  in  type  and  tell 
how  he  gets  his  supplies  from  your  great  doll  stock,  toy  stock 
or  whatever  stock  you  wish  to  bring  most  forcibly  before  the 
children.  Run  in  his  picture  in  your  advertising — he  is  a 
pleasant  piece  of  fiction,  to  be  sure,  but  he  throws  an  always 
welcome  glamour  over  the  advertising. 

The  advertising  does  not  stop  at  the  newspaper  page.  It 
only  begins  there  and  should  travel  through  every  legitimate 
path — with  posters,  window  displays,  counter  displays,  and 
special  displays  on  the  inside  floors. 

The  good  storekeeper  is  a  good  judge  of  human  nature,  and 
the  moment  Mrs.  Smith  or  Mrs.  Jones  enters  his  store  she  is 
greeted  with  sound  suggestions  as  to  what  to  buy.  He  puts 
himself  in  the  proper  attitude — listening  deferentially  to  her 
ideas — volunteering  suggestions  of  his  own — until  the  lady  goes 
off  happy  in  the  completion  of  her  Christmas  purchases. 

If  in  his  daily  personal  intercourse  with  customers  he  is  an 
encyclopaedia  of  suggestions,  so  should  he  be  in  his  advertising; 
and  if  it  properly  gives  the  sentiments  of  the  season  and  busi- 
ness, his  Christmas  advertising  will  prove  suggestive,  helpful, 
timely  and  beneficial. 

After  the  Holiday  Rush. 

After  the  holiday  rush,  comes  what  ?  After  the  hurry  and 
hustle,  the  noise  and  excitement,  the  throngs  incident  to  Christ- 
mas shopping  of  excited  feminine-kind,  and  still  more  excited 
mankind,  comes  a  period  of  lassitude  as  welcome  to  the  over- 
worked employees  as  it  is  undesirable  to  the  enterprising 
employer. 

The  enterprising  employer  enters  his  store  the  day  after 
Christmas  or  the  day  after  New  Years,  as  the  case  may  be,  and 
as  he  gazes  about  at  the  deserted  aisles  and  listless  clerks  behind 
remnants  of  holiday  wares,  he  decides  that  instant  action  should 
be  taken  to  inject  some  life  into  trade.  Stagnation  is  fatal — an 
undesirable  stock  of  unseasonable  goods  is  not  to  be  thought  of. 
Something  must  be  done — and  that  right  quick.  Put  yourself  in 
his  place.   First  of  all,  dispose  of  the  left-over  holiday  wares.  Take 


How  To  Accomplish  It.  83 

a  good-sized  space — a  quarter-page  space,  or,  if  you  think  you 
can  aflford  it,  a  half-page  space — in  your  local  papers,  and 
announce  a  speedy  reduction  sale  of  holiday  stocks.  Announce 
the  fact  eloquently  and  boldly  that  the  knife  has  cut  deeply  into 
the  prices  of  toys,  books,  handkerchiefs,  embroideries,  slippers, 
etc.,  etc. — that  twenty-five  per  cent.,  thirty-three  per  cent.,  or 
even  fifty  per  cent,  reductions  prevail  in  all  departments  that 
carry  anything  in  the  shape  of  holiday  goods.  And  live  up  to 
your  ad — of  course  this  is  a  trite  business  maxim,  but  it  can 
stand  repeating.  Keep  pounding  away  on  this  sale  for  a  week, 
ten  days  or  two  weeks — give  plenty  of  items  and  prices  and 
good-sized  spaces  to  the  newspaper  announcements,  and  you'll 
be  surprised  to  learn  that  you  have  rid  yourself  of  a  lot  of  stuflf 
which  represents  an  incubus  of  the  worst  possible  order.  No 
live  merchant  wants  to  carry  over,  season  after  season,  a  lot  of 
goods  ;  it  is  far  better  to  turn  them  quickly  into  cash,  even  at 
the  expense  of  anticipated  profits,  or  even  at  a  dead  loss. 

Of  course,  while  this  talk  is  aimed  at  the  department-store 
manager  or  the  general  country  merchant,  the  principal  can 
well  be  carried  into  almost  every  line  of  retaildom.  The  fur- 
nisher and  clothier  will  try  to  rid  himself  immediately  of  the 
left-overs  in  the  line  of  smoking-jackets,  smoking-caps,  silk 
handkerchiefs,  embroidered  suspenders,  etc.,  etc.,  and  if  he 
makes  the  right  prices  and  properly  announces  the  same 
through  advertising  channels,  he  can  find  plenty  purchasers 
shrewd  enough  to  accept  his  inducements.  The  furniture  dealer 
finds  himself  with  a  few  smoking-tables  and  ladies'  writing- 
desks  on  hand  which  he  expected  to  sell  during  the  holiday 
trade.  He  will  find  it  good  policy  to  make  them  travel  fast 
with  the  twin  motors  of  little  prices 
and  clever  publicity. 

Now  about  the  right  sort  of  an 
ad  for  such  a  sale.  As  I  suggested 
before,  a  good-sized  space  is  advis- 
able for  the  general  store.  Have 
the  reading  something  like  what  is 
given  in  the  square  space  furnished 
opposite  : 


"Holiday  Goods  to  go  Ix- 

STANTLY ! 

"  They're  Going  Now!— They're  Go- 
ing Quickly .' ! 

"We  don't  want  'em— per- 
haps you  do.  Anyway  here  are 
price  Inducements  enough  to 
to  make  your  eyes  blink  and 
your  brain  think.  For  the 
next  week  or  so  yon  can  in- 
dulu;e  iu  the  rarest  bargain 
pickings  In  the  following  de- 
partments :" 


84 


Successful  Advertising 


Toys  and  Games. 
"Hundreds  to  select  from— 
all  marked  at  prit-eB  that'll 
insure  rapid  selling.  Plenty 
of  pleasure  here  for  tots 
through  the  long  winter 
evenings.  And  the  cost?  A 
mere  nothing !  Head  a  few 
Items:" 


Have  the  headlines  six  or  seven-line  De  Vinne  or  Rowland 
type,  and  the  succeeding  heading  in  three  or  four-line  same  type. 
The  body  of  the  heading  could  be  worked  to  advantage  in  two- 
line  lower  case  De  Vinne,  and  the  sub-headings  of  the  depart- 
ments in  the  same  type  as  the  secondary  headline.  The  initia- 
tory talk  that  might  follow  the  de- 
partment headline  should  be  set 
uniformly  in  two-line  lower  case  De 
Vinne.  The  items  could  be  set  in 
Small  Pica,  with  the  prices,  of 
course,  in  caps.  As  a  specimen  of 
initiatory  talk  under  a  department 
head,  I  append  the  above  sample. 

If  this  ad  is  illustrated,  so  much  the  better.  I  am  a  firm 
believer  in  illustrations — they  lose  no  time  in  telling  stories. 
Plain  type  tales  require  a  little  time  to  mentally  assimilate — 
pictures  flash  their  points  on  the  brain  at  once. 

At  the  end  of  a  week  or  two  you  will  find  yourself  with  a 
very  depleted  stock  of  holiday  goods — so  depleted  in  fact  that  you 
will  find  lots  of  room  for  advance  shipments  of  spring  stocks. 

But  do  not  advertise  your  advance  spring  stocks  yet.  There 
is  plenty  of  time  for  that.  People  find  themselves  after  the  holi- 
day season  rather  short  of  ready  cash,  and  the  little  cash  they 
have  is  only  going  to  be  expended  when  a  genuine  bargain  hap- 
pens along.  Now  this  is  when  you  ought  to  be  ready  with  your 
genuine  bargains. 

You  have  taken  your  inventory.  What  then  ?  Well,  you 
have  discovered  you  have  quite  a  stock  of  goods  on  hand  that 
you  would  prefer  to  have  in  the  cus- 
tomer's possession — every  inven- 
tory reveals  that  very  interesting 
fact.  Get  up  an  Inventory  Sale, 
which  might  start  in  as  the  example 
given  opposite. 

The  typographical  arrange- 
ment in  this  instance  could  be  about 
the  same  as  with  the  sale  of  holiday 
stocks.     In  the  department  captions 


"OiK  Inventory  Sale  15;;- 
GINS  To-morrow. 
'•  .^toc-k-laking  brings  to  light 
many  heretofore  unknown 
facts— tells  us  plainly  ami 
bluntly  of  afcuiiuilailons  of 
goods  which  ought  to  hti\e 
been  turned  into  cash  weel^^^ 
ago.  We  vejusttlnished  stoi-k- 
taking.  \\'e've  made  several 
discoveries.  Among  them  !^ 
that  the  following  lines  must 
be  sold  at  once.  I'hey  will  I  o 
because  these  prices  say  so  : "' 


How  To  Accomplish  It.  85 

a  little  variety  might  be  injected  by  the  use  of  "  Inventory  Sale 

of  "  immediately  preceding  the  department  title.     Thus: 

"  Inventory  Sale  of  Dress  Goods,"  "  Inventory  Sale  of  Uphol- 
stery," "Inventory  Sale  of  Furniture,"  etc.,  would  make  a  pleas- 
ing arrangement  to  the  eye.  Of  course,  you  cannot  lay  too 
much  stress  on  the  necessity  of  having  genuine  bargains,  as  well 
as  having  every  statement  in  the  paper  substantiated  with 
actual  values. 

About  this  time  you  might  in  the  silent  watches  of  the 
night  sit  down  and  write  a  column  or  two  about  your  store — 
what  an  immense  selling  space  you  have,  and  how  much  money 
you  have  spent  in  decorating  the  ceiling  of  the  upholstery 
and  furniture  department,  and  other  interesting  data,  and  per- 
haps you  can  induce  your  local  paper  to  run  the  write-up  in  its 
columns.  If  the  paper  is  enterprising  and  clear-headed  it  will 
be  only  too  happy  to  accommodate  a  good  advertiser  about  this 
season  of  the  year  in  the  matter  of  a  write-up,  and  a  write-up, 
if  skilfully  done,  is  a  very  important  aid  to  a  January  business. 

Keeping  Retail  Business  Active  Every  Month  in 
the  Year. 

Nearly  every  retail  business  advertises.  If  it  does  not  it 
will  in  the  course  of  time.  All  signs  point  that  way.  Adver- 
tising is  being  more  and  more  recognized  as  a  legitimate  and 
desirable  business  force.  Acting  on  this  line  of  thought  it  has 
been  deemed  desirable  by  several  (as  well  as  the  writer)  to  give 
a  fev/  general  hints  as  to  how  the  average  retail  business  should 
be  advertised  every  month  of  the  twelve.  So  here  are  the  ideas 
— briefly  put. 

For  January. — January  generally  opens  with  a  clearance 
sale  of  holiday  merchandise — followed  by  a  pre-inventory  sale — 
followed  by  the  inventory  sale — followed  by  the  great  January 
mark-down  sale — followed  by  the  usual  shirt,  linen,  muslin 
underwear,  upholstery,  office  furniture  and  such  sales  that  are 
necessary  to  stimulate  this  ordinarily  dull  month  into  activity. 
Clothing  prices  suffer,  which  fact  is  well  advertised. 


86  Successful  Advertising: 

For  February. — February  is  a  great  month  in  which  to 
pound  prices  on  and  liberally  advertise  masculine  and  feminine 
garments — push  reduction  sales  in  silks,  dress  goods  and  dress 
fabrics  of  all  kinds — prepare  sales  of  books,  notions,  house  fur- 
nishings, blankets,  underwear,  hosiery,  gloves,  etc. ;  and  an  earnest 
effort  is  made  about  this  time  to  effect  a  clearance  on  all  winter 
goods  for  the  new  spring  styles  will  soon  show  themselves. 

For  March. — March  is  the  month  when  the  advertising 
man  has  plenty  of  opportunities  to  prove  his  descriptive  powers 
in  introducing  the  new  challies,  silks,  dress  goods,  millinery 
and  spring  goods  generally.  Advance  exhibits  are  held  on 
these  goods  and  not  only  must  he  advertise  them  in  the  local 
papers  but  also  by  cards  of  invitation,  circular  letters  and  per- 
sonal letters  from  salespeople  to  patrons  with  whom  they  have 
been  long  coming  in  contact.  All  winter  goods  have  been 
materially  reduced  in  prices  and  sales  lasting  a  week  or  longer 
must  be  gotten  up  on  the  principal  lines. 

For  April. — More  talk  about  the  new  Spring  goods.  (This 
is  a  line  of  advertising  that  can  be  made  interesting  through 
March,  April  and  May.)  A  number  of  houses  have  a  great  sale 
of  furniture,  carpets,  rugs  and  house  furnishings  generally  about 
this  time,  as  May  ist  is  considered  a  universal  "  moving  day," 
and  households  generally  are  ready  to  furnish  and  refurnish 
their  homes.  Other  April  sales  are  held  on  Spring  Garments 
for  men,  youths  and  boys  as  well  as  women,  misses  and  children. 

For  May. — Early  showings  in  summer  goods  and  sales  on 
spring  merchandise  represent  the  "  order  of  the  day  "  through- 
out the  month  of  ]\Iay.  There  is  some  activity  in  hammocks, 
trunks,  bags,  upholstery  goods,  furniture  and  house  furnishings 
and  such  goods  during  this  month.  Spring  clothing  for  both 
sexes  is  marked  down  and  advertising  to  that  effect  is  put  forth 
with  vigor.  Implements  for  gardening,  etc.,  beside  seeds,  bulbs, 
plants  and  trees  sell  freely  during  May. 

For  June. — Exhibitions  of  new  Summer  merchandise 
receive  due  consideration  from  the  advertising  man  in  June  as 
well  as  "  Sweeping  Clearance  Sales "  on  all  sorts  of  spring 
goods.  Warm  weather  needs  like  window  screens,  bamboo  por- 
tieres,   Chinese  and   Japanese    mattings,    rattan,    willow    and 


How  To  Accomplish  It.  87 

grass  furniture,  pictures  and  summer  home  decorations  generally 
are  in  demand  "to  furnish  or  refurnish  the  summer  home." 
Light,  cool  clothing  and  furnishings  for  people  are  in  strong 
demand — push  them  !  Now  is  the  time  for  profits  in  such  as 
well  as  in  summer  dress  fabrics  of  every  sort.  Hammocks  and 
outdoor  games  are  good  June  sellers. 

For  July. — Speak  of  the  cool  store  you  have — the  prompt 
service  and  quick  deliveries.  (People  have  warm  tempers  dur- 
ing warm  weather.)  If  you  give  them  free  iced  drinks  in  the 
grocery  department  you  score  a  point  right  there.  Cut  prices 
on  summer  goods  and  let  the  world  know  it.  Push  along 
special  sales  of  upholsteries,  carpets,  rugs  and  household  neces- 
saries generally  as  "  the  Summer  home"  is  now  an  important 
subject.  Cool  garments  for  feminine  and  masculine  wear  at  the 
seashore,  mountain  resort,  or  in  the  city,  are  essentials  and  when 
advertised  will  win  lots  of  trade.  Push  straw  hats,  alpaca 
coats,  serge  suits,  flannel  suits  and  light  clothing  generally,  if 
you  are  a  clothier. 

For  August. — The  August  sale  of  furniture  is  an  important 
feature  with  many  large  stores.  With  it  are  seen  special  sales 
on  accompanying  household  needs.  The  negligee  shirt  cries 
for  advertising  aid,  so  does  the  Panama  hat  and  reduced 
prices  on  summer  goods  generally  should  be  well  advertised. 
Inventory  usually  comes  in  August — a  week  before  it  comes  get 
up  a  pre-inventory  sale,  and  when  it  comes  along  get  up  an 
inventory  sale.  The  mid-summer  clearance  sale  comes  along 
about  this  time — push  it  for  all  it  is  worth.  If  handled  properly 
this  sale  can  be  made  to  last  two  weeks. 

For  September. — Advance  openings  of  autumn  millinery, 
silks  and  dress  fabrics  generally,  hats  for  men  and  boys,  as  well 
as  many  articles  of  apparel  are  now  in  order.  The  few 
remaining  summer  goods  must  be  cleaned  out  at  any  cost. 
Furniture,  carpets,  rugs  and  house  furnishings  must  be  adver- 
tised to  meet  the  eyes  of  those  returning  home  after  their  sum- 
mer vacations,  and  generally  speaking  September  sees  an  active 
resumption  of  trade,  which  had  been  somewhat  dull  the  two 
previous  months. 

For  October. — Autumn  merchandise  in  every  style,  shape 


88  Successful  Advertising 

and  shade  now  beckons  the  public  with  fresh  and  fashionable 
features.  Advertise  this  fact.  Speak  about  the  special  sales  of 
cool  weather  goods,  and  give  some  thought  to  pushing  fall  over- 
coats and  suits  for  men  and  boys,  besides  garments  for  feminine 
use.  Furniture  and  household  necessities  are  good  sellers  this 
month.  You  can  profitably  make  a  feature  of  a  sale  of  house 
furnishings.  The  grocery  store  or  department  should  do  a  good 
business  in  October.  In  fact,  all  lines  of  retail  business  should 
now  do  a  big  business,  and  they  will,  provided  the  advertising 
man  makes  frequent  rounds  and  publishes  the  results  of  his  in- 
vestigations with  force  and  frequency. 

For  November. — Frigid  weather  is  now  on.  Give  the  public 
frigid  facts  about  your  abundance  of  cold  weather  needs,  and  how 
}our  values  give  competition  a  chill.  Furs  are  now  beginning 
to  show  themselves.  Winter  styles  are  now  side  by  side  with 
autumn  ideas.  In  fact,  some  of  the  early  autumn  arrivals  have 
suffered  marked  reductions  in  prices — which  should  be  adver- 
tised. A  Thanksgiving  sale  of  knives,  forks,  spoons  and  cutlery 
generally  with  groceries,  wines,  furniture  and  "  fixin's  for  the 
Thanksgiving  table"  is  a  well-known  November  idea. 

For  December. — This  is  the  holiday  month — the  month 
when  "  Santa  Claus  ''  dominates  every  line  of  trade  and  almost 
every  human  mind.  Subordinate  everything  to  the  holiday 
trade — concentrate  every  force  upon  it.  From  December  isttill 
about  the  loth  the  holiday  selling  is  slow.  Stimulate  it  with 
logical  advertising,  urging  your  patrons  to  begin  their  holiday 
buying  "  before  the  rush  sets  in."  And  when  the  rush  does  set 
in,  as  it  will  about  the  loth,  be  ready  for  it.  The  advertising 
now  is  of  the  suggestive  order,  rather  than  the  bargain  order. 
During  the  week  between  Christmas  and  New  Year  announce  a 
radical  reduction  sale  on  all  holiday  goods.  Look  back  on  the 
year  just  ended  and  make  plans  for  another  year. 


DIVISION  THREE. 


SPECIAL  FEATURES  IN  RETAIL  ADVERTISING. 


Advertising  a  Department  Store. 

The  advertising  manager  of  a  department  store  is  like  the 
managing  editor  of  a  great  daily  newspaper,  with  his  corps  of 
reporters  constantly  bringing  fresh,  live  matter  to  his  desk. 
The  various  department  heads  act  as  the  reporters,  and  their 
constant  incomings  and  outgoings  to  and  from  the  advertising 
sanctum  renders  that  den  a  very  lively  place  at  times. 

Take  it  on  a  Thursday  or  Friday,  when  the  big  Sunday  ads 
are  in  process  of  construction,  the  scene  is  exceptionally  lively, 
and  the  man  at  the  head  of  the  advertising  department  has 
plenty  occasions  to  exercise  his  ready  wit  and  level-headedness. 
He  must  have  very  clear-cut  and  definite  ideas  as  to  what's 
what,  and  no  matter  what  influence  may  be  brought  to  bear 
upon  him  by  the  various  managers — who  are  always  wanting 
large  spaces  and  suggesting  many  ideas  of  their  own  relating  to 
the  style  of  set-up  and  language  to  be  used — the  advertising 
manager  must  have  backbone  enough  to  select  what  he  consid- 
ers the  best  and  arrange  the  same  as  he  thinks  wise,  while  at  the 
same  time  he  must  have  sufficient  tact  and  diplomacy  to  do 
these  things  without  hurting  the  feelings  of  buyers — who,  after 
all,  are  the  real  powers  in  the  department  store. 

Wonderful  are  the  ideas  and  remarkable  is  the  advice 
constantly  offered  him.  And  more  w^onderful  still  are  his 
countless  opportunities  to  display  presence  of  mind.  He  must 
be  quick  to  think  and  act,  and  when  he  does  so  he  must  think 
and  act  right 

One  would   imagine  it  would  take  a  man's  whole  time  to 


00  Successful  Advertising" 

see  people  alone.  There  are  the  advertising  solicitors — and 
their  name  is  legion — with  all  sorts  of  advertising  mediums  and 
schemes,  including,  of  course,  the  lady  with  the  charity  aflfair 
programme.  She  has  traded  at  the  store  ever  since  she  was  a 
school-girl,  and,  of  course,  must  be  handled  diplomaticalh'.  And 
there  is  the  clergyman,  with  his  religious  paper — he  is  well 
acquainted  with  the  firm — and  would  like  to  talk  with  the 
advertising  manager  all  day  with  a  view  of  getting  a  large  con- 
tract. Then  the  bright,  snappy  young  man  who  is  hustling  ads 
for  theatrical  programmes  would  like  to  talk  an  ear  off,  and 
the  delegation  from  the  United  Brotherhood  of  Hard-Working 
Laborers  would  be  much  put  out  if  they  could  not  secure  an  ad 
for  their  annual  ball  programme.  Taking  with  all  these  the 
reputable  representatives  of  the  various  dailies,  weeklies  and 
monthlies  who  come  to  secure  copy  for  ads,  contracts,  adjust 
rates  and  grievances,  and  it  will  be  seen  that  the  mere  seeing  of 
outside  representatives  is  a  whole  duty  in  itself.  Then  the  vari- 
ous heads  of  departments  must  be  attended  to,  and  when  one 
adds  to  these  duties  the  writing  and  arrangement,  the  illustrat- 
ing, the  placing  of  advertising,  it  can  be  seen  that  the  advertis- 
ing manager,  even  if  he  has  several  assistants,  has  enough 
matters  on  hand  to  sometimes  drive  him  to — well — to  his  home 
rather  tired  at  night. 

Were  I  the  owner  of  one  of  the  many  big  department  stores 

1  would  be  strongly  tempted  to  have  the  advertising  department 
systematized  like  this: 

I  would  get  an  ex-member  of  the  diplomatic  corps  at  Wash- 
ington and  pay  him  a  good  salary  to  handle  solicitors  and 
schemers.  He  should  have  a  keen  scent  for  *' good  things," 
and  he  ought  to  be  able  to  turn  down  the  "  bad  things  ''  in  the 
gentlest  and  most  diplomatic  manner  possible.  He  ought  to  be 
able  to  make  his  salary  alone  by  soothing  good  customers  of  the 
store  to  whom  he  could  not  give  an  ad.  This  diplomat  would 
also  handle  the  various  heads  of  departments  when  they  come 
up  with  fire  in  their  eyes  because  their  ads  were  boiled  down  or 
because  they  were  squeezed  out  of  their  favorite  paper.  He 
would  also  rejoice  with  them  when  a  bright  stroke  of  advertising 
brought  them  good  business,  and  in  general  would  be  the  bnffcter. 


How  To  Accomplish  It.  91 

I  would  have  a  first-class  advertising  writer,  one  who  could 
spin  beautiful  word  stories  from  his  imagination,  and  nicely 
adjust  the  same  to  such  prosaic  matters  as  hosiery,  dress  goods 
and  notions.  He  would  have  to  be  a  genius  in  the  matter  of 
headlines  and  headings,  and  his  descriptions  of  articles  would 
be  word  pictures.  This  writer  would  not  be  disturbed  in  his 
■mental  toil — the  diplomatist  would  hand  the  items  and  copy  to 
him.  He  would  have  to  be  a  master  of  typographical  effect  and 
be  able  to  mark  his  copy  as  it  should  be  set. 

I  would  have  a  good  business  artist — one  who  could  take  a 
shoe  and  transform  it  into  a  thing  of  beauty  in  the  fair  hands  of 
a  fair  woman.  The  artist  and  the  writer  should  work  in  har- 
mony— each  assisting  the  other  with  suggestions. 

These  three  would  constitute  the  bodyguard  of  the  adver- 
tising manager,  whose  duties  would  be  to  mouse  around  the 
store  and  push  the  lagging  departments — to  enthuse  department 
heads  at  the  right  moment,  to  make  the  advertising  contracts, 
to  see  the  most  important  representatives  of  the  most  important 
publications — to  pass  on  the  ads  before  they  went  to  press,  and 
to  exercise  an  all-around  supervision  over  his  department.  Of 
course,  he  must  be  a  good  writer,  and  if  he  is  a  bit  of  an  artist, 
so  much  the  better. 

One  of  tlie  most  important  features  of  an  advertising  de- 
partment is  its  systematizing.  All  the  wheels  should  be  run- 
ning in  proper  order — each  cog  of  the  machinery  should  do  its 
duty.  This  is  no  child's  play.  An  amateur  can  start  off  with 
the  idea  that  he  can  revolutionize  the  advertising  methods  in  a 
month,  and  at  the  end  of  the  month  he  will  be  likely  suffering 
from  nervous  prostration.  There  is  much  below  the  surface 
which  only  few  eyes  can  see.  And  the  proper  handling  of  this 
department,  where  thousands  are  annually — yes,  monthly — 
spent,  requires  an  ability  of  a  peculiar  and  high  order. 

The  advertising  manager  soon  knows  the  buyers.  They 
run  the  full  gamut  of  emotions  before  his  eyes.  From  the 
heights  of  happiness  to  the  depths  of  despair  is  the  full  keyboard 
sounded.  When,  by  his  skill  and  a  combination  of  trade  cir- 
cumstances, does  the  buyer  succeed  in  getting  in  a  lot  of  goods 
at  a  paltry  price,  then  he  comes  into  the  advertising  office  willi 


92  Successful  Advertising 

a  beaming  face  and  elastic  step.  When  his  department  runs 
ahead  he  is  correspondingly  happy.  When  his  trade  is  dull  he 
is  in  the  dumps.  When  he  feels  he  should  get  a  double  half 
column  instead  of  the  quarter  single  column  allotted  him,  he  is 
in  a  resentful  mood.  And  so  on.  Stretched  on  the  rack  of 
business  he  is  keyed  up  all  the  time. 

Speaking  about  emotions,  there  are  three  phases  of  activity 
that  play  the  Old  Hariy  with  nervous  systems.  One  is  the 
newspaper  man's  life,  another  the  actor's  life,  the  third  the  buy- 
er's life.     And  the  advertising  whirl  is  by  no  means  slow. 

To  get  the  best  out  of  buyers  is  by  appealing  to  reason, 
When  occasions  of  dispute  arise,  quiet,  logical  discussions  are 
the  remedies.  Frequently  time  is  so  valuable  that  a  lengthy 
discussion  is  out  of  the  question.  As  the  advertising  man  is 
head  of  his  department,  he  does  what  he  considers  right.  Later 
on,  when  time  is  more  numerous,  the  matter  may  be  more  thor- 
oughly gone  into. 

Of  course,  the  advertising  manager  has  a  pretty  accurate 
knowledge  of  merchandise.  He  knows  what  other  stores  are 
advertising,  and  so  posts  his  buyers.  He  sees  that  the  prices 
that  go  into  print  do  not  run  higher  than  competing  figures. 
He  gauges  the  advertising  space  for  each  department  according 
to  the  advertising  appropriation  of  that  department,  as  well  as 
worth  of  offerings  and  weather  conditions.  As  a  general  rule 
departments  get  advertising  according  to  their  money-making 
abilities.  A  certain  percentage  of  its  gross  business  is  given  as 
the  advertising  outlay.  This  may  be  increased  or  decreased 
according  to  exceptional  offerings  or  weather  conditions.  When 
a  department  is  sick  it  must  be  liberally  dosed  with  the  adver- 
tising remedy.  Then  usual  rules  about  percentages  are  over- 
looked. 

Each  advertising  department  should  be  a  law  unto  itself 
There  are  a  few  general  rules  which  apply  to  all  departments — 
such  as  paying  no  heed  to  competitors'  doings  in  the  ads — the 
use  of  the  be.st  possible  business  talk — the  use  of  cuts,  of  dis- 
play type,  etc. — which  are  already  so  familiar  to  students  of 
advertising  that  I  need  not  here  touch  upon  them. 

Each  advertising  manager  should  constantly  study  his  audi- 


How  To  Accomplish  It.  93 

ence — which  mediums  are  best — which  language  is  best — he 
should  not  shoot  too  high  or  too  low  in  this  respect,  and  his 
brain  must  constantly  be  devising  new  sales  and  methods  to 
attract  the  public.     It  is  a  study  extremely  fascinating. 

Making  Up  Large  Ads. 

Some  advertising  men  are  extremely  fortunate  in  their  idea 
of  making  up  an  ad — most  not  so  fortunate. 

To  make  up  a  large  ad  so  that  the  effect  will  represent  a 
harmonious  combination  of  vigor  and  ease,  of  business  and  art, 
requires  something  more  than  the  average  conception  of  ad- 
vertising. 

Indeed,  it  requires  considerable  experience  coupled  with 
considerable  native  wit. 

As  the  prime  purpose  of  an  ad  is  to  sell  goods,  the  first 
great  point  in  making  up  an  ad  is  to  see  that  the  principal 
departments  and  best  items  are  represented. 

While  mentioning  this  do  not  forget  that  the  general 
appearance  of  the  ad  should  be  striking — yet  pleasing,  and  in 
nearly  every  case  business  is  sacrificed  to  art  and  art  to  business. 

So  that  there  is — 

A  constant  fight  between  art  and  business  (each  of  which  is 
very  important),  and  only  the  ad  man  who  knows  his  business 
strikes  at  the  happy  medium.  Therefore  the  advertising  man 
should  have  a  thorough  retail  business  knowledge  combined 
with  a  business  knowledge  of  artistic  effects. 

It  is  so  much  a  matter  of  "adjusting  ourselves  to  the  con- 
ditions on  hand"  that  remarks  of  this  nature  can  only  be 
general. 

When  there  is  a  general  heading,  run  it  at  the  top  of  the 
ad  right  under  the  firm's  name.  When  a  principal  department 
has  a  liberal  heading  place  it  at  the  top  so  that  it  obviates  the 
use  of  a  general  heading. 

When  several  departments  occupy  the  same  space,  the 
make  up  of  the  ad  is  a  matter  of  joy  to  the  ad  man.  For  all 
that  has  to  be  done  is  to  place  all  of  these  equal  spaces  side  by 
side  and  arrange  the  collection  of  smaller  items  below.     The 


94 


Successful  Advertising 


most  important  part  of  the  ad  is  the  top — the  eye  first  rests  upon 
it.  If  it  is  happily  balanced,  it  puts  in  the  shade  any  incongru- 
ities in  the  lower  part  of  the  ad. 

Supposing  in  making  up  a  page  retail  ad  the  departments 
size  up  this  way  : — 


JOHN   JONES   4   CO. 


Hosiery 


The  ad  man  would  call  this  a   "  cinch."     No  clipping,  no 
fitting — no  sweating,  no  swearing. 
Here's  something  different : — 


JOHN  JONES  &  CO. 


Hosiery 


Dreaa 
Goods 


How  To  Accomplish  It. 


95 


Not  so  easy  !  The  chances  are  that  a  few  items  had  to  be 
dropped  from  one  or  more  departments  in  order  to  bring  about 
an  artistic  result.  Here's  where  art  and  business  fights.  Still 
another  case  : — 


Gloves 

JOHN  JONES  &  CO. 

Hosiery 

Silks 

General  Heading 

Dress 
Goods 

Tables 

Curtains 

Not  so  fortunate  as  the  two  preceding  instances  considering 
the  material  at  the  ad  man's  disposal. 

That's  where  the  rub  comes  in  : — Adjusting  the  amount  of 
matter  with  the  proper  appearance  of  the  ad.  You  could  hardly 
drop  out  some  items  out  of,  say  silks,  without  asking  the  silk 
man's  consent  or  opinion.  He  will  probably  object  to  having 
his  ad  cut— so  will  the  suit  and  cloak  man — so  will  any  live 
department  head.  Yet  the  general  appearance  of  the  ad  must 
be  considered,  and  it  is  in  these  instances  where  the  advertising 
man's  real  business  ability  is  tested.  If  he  knows  the  advertis- 
ing worth  of  the  goods  advertised  and  has  a  fair  idea  of  the 
business  bringing  capabilities  of  the  various  departments  he  will 
find  such  knowledge  of  exceeding  value.  When  he  is  dip- 
lomatic yet  firm  in  his  relations  with  the  buyers  so  much  more 
valuable  is  he  to  his  concern. 

Adjusting  the  ad  constantly  confronts  the  advertising  man. 
At  first  it  is  a  bugbear.  Many  a  budding  advertising  genius  it 
has  killed.  It  has  caused  profanity  and  heart-burnings  from  the 
Atlantic  to  the  Pacific. 


96  Successful  Advertising 

The  only  way  out  of  the  difficulty  is  to  have  a  clear  concep- 
tion of  the  amount  of  space  to  be  used — then  to  set  up  the  items 
worth  using  in  "  galley  form  " — then  to  adjust  them  in  a  har- 
monious striking  make-up  with  the  co-operation  of  such  buyers 
as  may  be  affected  by  reductions  or  additions  of  matter. 

Which  matters — like  most  propositions — are  clear  in  theory 
but  not  so  clear  in  practice. 

Co-Operate  with  Heads  of  Departments. 

One  of  the  best  evidences  of  the  advertising  manager's 
ability  in  any  concern  is  the  smoothness  with  which  he  gets 
along  with  the  various  heads  of  departments  in  his  establish- 
ment. When  he  gets  to  that  point  where  he  can  work  in  har- 
mony with  these  gentlemen  he  has  gained  a  great  point  in  the 
concern's  favor,  his  favor,  and  the  department  manager's  favor. 

With  friction  and  fuss  and  feathers  and  fighting  the  team 
does  not  pull  along  on  the  road  to  success  as  it  should — the 
advertising  vehicle  stands  a  good  chance  of  being  ditched  on 
the  highway. 

Absolute  harmony  is  impossible  to  secure,  of  course,  because 
as  long  as  men  are  men  evidences  of  the  short-comings  of 
humankind  are  always  cropping  to  the  surface,  and  little  kicks 
and  fusses  are  to  be  expected  right  along.  But  some  men  much 
more  than  others  have  a  wonderful  faculty  in  "  pouring  oil 
upon  troubled  waters  "  and  running  the  advertising  department 
with  smoothness  and  dispatch. 

I  have  known  several  young  men  who  apparently  possessed 
the  qualifications  demanded  in  an  advertising  manager,  but  who, 
somehow  or  another,  made  a  dismal  failure  in  operating  an 
advertising  department,  simply  because  they  seemed  only  to 
antagonize  the  men  with  whom  they  ought  to  pull,  viz.:  the 
department  heads. 

When  a  buyer  of  dress  goods  or  furniture  or  anything  else 
salable  comes  to  New  York  and,  after  considerable  poking  and 
mousing  about  the  wholesale  district — which  means  very  hard 
work,  too — succeeds  in  making  a  clever  deal  on  a  lot  of  goods, 
he  naturally  wants  the  advertising  manager  to  help  him  out  in 


How  To  Accomplish  It.  97 

disposing  of  this  purchase  in  the  quickest  and  best  manner  pos- 
sible. The  buyer  wants  a  good  ad  on  his  lot.  He  wants  to 
give  an  expectant  and  appreciative  audience  the  best  possible 
ud  on  a  special  bargain  lot — on  grades  that  he  knows  are 
splendid  values  for  the  prices  asked. 

Now  here  is  where  the  advertising  manager  should  get  in 
his  fine  work.  He  ought  to  be  full  of  appreciation  for  the 
buyer's  ability  in  securing  this  lot— he  ought  to  thoroughly 
sympathize  with  the  buyer's  anxiety  to  get  up  a  rousing  big 
sale.  He  ought  to  tell  the  buyer  so  not  merely  in  words  but 
also  in  deeds.  He  ought  to  sail  in  and  get  up  an  excellent  ad — 
with  the  proper  display,  argument,  cuts  and  typographical 
arrangement.  He  ought  to  get  all  the  items  necessary — the 
buyer  will  gladly  furnish  these— and  give  the  public  the  full, 
complete  and  satisfactory  details  of  the  trade  event.  By  doing 
so  he  makes  a  firm  friend  of  the  buyer  and  helps  along  the  con- 
cern as  well  as  himself. 

More  often  than  not  the  advertising  man  finds  he  cannot 
give  all  the  space  he  would  like  to  the  department  wherein  this 
great  event  occurred.  What  then?  Let  him  do  the  best  he 
can.  Let  him  explain  to  the  department  head  his  inability  to 
give  a  large  space  in  all  the  mediums  wanted  because  of  the 
pressure  of  other  departments,  but  that  he  will  do  the  best  he 
can.  Heads  of  departments  are  intelligent — were  they  not  they 
would  not  be  heads  of  departments — and  being  intelligent  are 
susceptible  to  reason.  They  appreciate  situations,  and  when 
these  situations  are  explained  to  them  can  adapt  themselves 
easier  and  quicker  to  circumstances  than  any  other  class  of  men 
on  earth — excepting  possibly  newspaper  men. 

It  is  always  a  good  scheme  for  the  man  in  charge  of  the 
advertising  to  have  a  daily  personal  confab  with  all  the  depart- 
ment heads.  In  a  big  establishment  of  course  the  proper  plan 
would  be  to  have  the  chiefs  drop  in  the  advertising  sanctum— 
with  a  smaller  store  where  the  advertising  man  is  not  so  busy 
he  can  go  about  the  store  and  see  the  men  and  goods,  as  well  as 
pick  up  suggestions  from  the  trend  of  trade  before  his  ej-es. 

Department  heads  appreciate  this  constant  effort  on  the  part 
of  the  ad  man.    It  shows  them  his  hearty  interest  in  their  welfare. 

7 


98  Successful  Advertising 

When  a  department  languishes  the  stroke  of  the  ax  falls  upon 
the  department  manager's  neck,  and  knowing  the  power  of 
publicity  he  is  only  too  eager  to  receive  suggestions  and  assist- 
ance from  the  man  who  guides  the  advertising  pen. 

I  have  seen  departments  sick  of  poor  business  and  away 
behind  previous  seasons'  records  in  the  matter  of  sales,  take 
sudden  jumps  and  forge  right  ahead,  as  the  result  of  a  well 
aimed  advertising  campaign,  conceived  by  the  advertising  man 
and  aided  and  abetted  by  the  department  head.  From  a  path 
of  thorns  the  department  manager  stepped  on  a  road  of  velvet, 
and  he  ever  afterwards  remembered  the  advertising  man  with 
feelings  of  the  strongest  friendship. 

In  standing  in  with  the  department  heads  there  need  be  no 
necessity  for  sacrificing  individualty.  In  fact,  the  best  and 
strongest  advertising  managers  of  my  acquaintance — the  men 
whose  work  means  the  best  in  public  prints — are  the  men  who 
stand  in  closest  to  the  department  heads. 

The  department  heads  are  the  real  power  in  all  mercantile 
establishments.  They  buy,  sell  and  conduct  their  several 
departments  with  the  same  care  and  consideration  they  would 
use  if  they  owned  their  own  stores.  Their  salaries  and  the 
solidity  of  their  positions  depend  upon  the  net  results  demon- 
strated in  the  course  of  the  year's  business  in  their  departments. 
Advertising  to-day  is  almost  the  life-blood  of  their  business— 
when  they  feel  they  are  being  treated  right  in  the  matter  of 
advertising — they  make  the  advertising  manager's  life  all  the 
happier. 

Clothing  Advertising. 

The  great  charm  of  all  matter,  whether  printed  or  oral,  lies 
in  its  being  natural.  We  do  not  want  the  stilted,  the  artificial^ 
or  the  labored — we  want  the  sentiments  we  read  or  hear  to 
express  naturally  and  faithfully  the  thoughts  of  the  person 
responsible  for  them. 

When  you  read  a  letter  from  a  friend  you  want  that  letter  to 
mirror  the  exact  thoughts  of  your  friend  at  the  moment  he  pen- 
ned it.  You  prefer  honesty  to  an  artificial  effort  to  disguise  or 
color  his  sentiments.    Just  so  with  a  newspaper  article,  a  maga- 


How  To  Accomplish  It.  99 

zine  tale  or  a  novel.  Spontaneity  and  naturalness  must  neces- 
sarily be  there  before  the  attention  is  thoroughly  captured. 

This  is  the  cardinal  virtue  of  advertising  literature.  When 
it  is  not  spontaneous  it  is  labored  and  artificial — therefore  ineffec- 
tive— when  it  is  not  natural  it  is  mechanical  and  unattractive. 
An  honest  out-and-out  effort  that  rides  rough  shod  over  the  rules 
of  spelling  and  syntax  is  more  effective  by  far  than  the  elegant 
production,  faultless  in  grammar  and  expression,  but  stilted  and 
artificial  in  effect. 

Shakespeare's  injunction,  "  To  thine  own  self  be  true  and 
thou  canst  not  then  be  false  to  any  man,"  is  especially  applicable 
to  the  advertising  writer.  He  must  swing  his  pen  in  exact 
obedience  to  the  thought  just  then  uppermost  in  his  mind,  and 
if  he  has  any  thoughts  worth  remembering  they'll  be  recorded 
in  cold  type  to  his  fame  and  fortune — if  he  has  no  thoughts 
worth  remembering  he  had  better  betake  himself  to  other  spheres 
of  usefulness. 

This  article  attempts  to  treat  clothing  advertising  Inas- 
much as  you  have  men  for  an  audience,  you  must  be  spontane- 
ous, succinct  and  interesting.  Men  demand  these  qualities  in  an 
ad.  They  are  more  occupied  with  their  various  duties  than  the 
fair  sex,  therefore  they  demand  brevity  and  point  in  newspaper 
stories — as  they  have  a  larger  bump  of  humor  and  generally 
more  all-around  intelligence  than  women,  they  therefore  appre- 
ciate the  wit,  philosophy,  argument  or  illustration  that  may  be 
placed  before  their  eyes.  Mind  you,  I  do  not  deny  that  women 
do  not  demand  the  qualities  above  mentioned.  They  do — some 
even  more  than  most  men — but  taking  men  in  the  mass  and 
women  in  the  mass  you  will  find  men  more  likely  to  appreciate 
the  spontaneous,  the  succinct  and  the  interesting  in  advertisiug. 

Very  well.  Suppose  you  are  advertising — say  spring  over- 
coats. Hold  up  the  coat.  Look  it  over.  Feel  its  texture — 
its  linings — run  your  hands  in  its  pockets  and  note  its  cut 
and  finish.  And  its  price  is  very  low — very  low  indeed  !  All 
these  points  are  flashed  on  your  mind  and  you  make  mental 
notes.  You  cross-question  the  salesmen  about  the  styles  of 
spring  overcoats — which  are  likely  to  be  popular.  You  go  back 
to  your  desk  full  of  overcoat  information,  and  bursting  with  this 
intelligence,  you  proceed  to  fix  up  an  ad  on  spring  overcoats. 


100 


Successful  Advertising 


The  first  thing  is  the  caption.     You  write  a  couple  or  three 
headings  : 

"  The  Proper  Spring  Overcoat." 

"This  Spring  Overcoat." 

"  Your  Spring  Overcoat." 

Ah  !  the  last  will  do  !  Now  let  us  see  : 

"  Your  Spring  Overcoat 
is  at  this  moment  an  important  subject. 
We  have  just  the  coat  you're  looking  for — 
showing  the  popular  style — it's  of  covert 
cloth,  with  strap  seams — well  made— styl- 
ish, serviceable  and  satisfactory,  and  its 
price  is  only  $12.50." 

Then  trim  and  cut,  and  add  a  few  words  to  the  ad,  and  here 
it  is  ready  to  make  its  impression  on  the  overcoat-buying  public  : 


Your  Spring 
Overcoat 

is  rather  an  important  subject  just 
at  present.  In  it  you  want  all  the 
points  of  service,  style,  fit  and 
economy. 

We've  just  the  coat  you're  look- 
ing for.  It's  nobby,  neat  and  satis- 
factory—and  priced  at  a  very 
winsome  flgure.  It's  of  Covert 
cloth— with  strap  si'anis- elegantly 
tailored  and  carefully  finished. 

AndJU  jg  o„,y   $,2.50. 

Plenty  of  other  styles  at  other 
prices — some  higher — some  lower 
—but  all— right  in  price — right  in 
quality. 

Smith  Clothing  Co. 


If  you're  looking  for  a  little 
wit  or  nonsense  to  lighten  up 
your  advertising,  why  not  try 
something  like  the  other  one. 


I 


Smithson— "  What  do  you  think 
of  a  num  who  throws  a  banana 
skin  on  the  sidewalk  ?  " 

Johnson— "  What  do  yon  think 
of  a  banana  skin  that"  throws  a 
man  on  the  sidewalk  ?  " 

Skins  arc  numerous  in  all  kinds 
of  business- but  especially  in  the 
clothing  line.  We  do  right  by 
our  customers— giving  them  the 
highest  in  value  at  the  lowest  in 
price— as  here— for  instance  :— 

A  Stylish 
Spring  Overcoat 

carefully  tailored 
and  rightly  nuide 
of  the  pojailnr 
Covert  cloth— with 
strap  scams— guar-  ^ 
anted  to  give  ser-  [  5)I2.50. 
vice,  style  and  all- 
round  "wearing 
H  a  t  i  s  f  a  e  t  i  o  n— a 
regular  815.00  gar- 
ment. 

I,ook  through  our  stock  of  Spring 
Suitings  and  Overcoats— all  tastes 
be  met— we've  every  variety 
at  popular  jirices. 

Smith  Clothing  Co. 


How  To  Accomplish  It.  101 

Display  De  Vinne  makes  a  very  handsome  top  line,  and  Pica 
lower  case  appears  very  well  for  body.  The  short  talk  at  the 
bottom,  speaking  of  your  stocks  in  general  may  go  either  in  Non- 
pariel  or  Agate  lower  case.  Which  is  plenty  variety  of  type  for  an 
ad  of  either  the  above  styles,  in  fact,  the  fewer  varieties  of  type 
used  in  an  ad,  the  better  is  its  general  appearance.  I  speak  of 
this  advisedly,  because  some  printers  think  that  if  a  dozen  dif- 
ferent styles  of  type  were  used  in  an  ad  the  better  it  would  ap- 
pear. A  too-great  variety  of  type  begets  confusion — it  detracts 
the  eye  from  the  main  idea. 

Speak  about  your  spring  overcoats  in  your  ads  as  you  would 
in  conversation  with  a  customer.  Give  him  the  details  easily, 
quickly — and  if  he  likes  to  laugh,  a  short  joke  or  story  may 
help  you  in  your  sale. 

Although  no  illustrations  are  used  in  the  examples  given, 
yet  I  am  a  believer  in  illustrations  for  clothing  ads.  A  picture 
of  a  well  dressed  young  man  wearing  such  an  overcoat  as  you 
wish  to  speak  of  helps  wonderfully  in  emphasizing  the  points 
you  desire  to  bring  out. 

Get  the  details  of  the  overcoat,  or  suit,  or  shirt,  or  whatever 
it  is,  pictured  in  your  mind — then  sit  down  at  your  desk  and 
write  your  exact  thoughts  about  this  article.  Put  everything 
down  on  paper.  Then  when  it  is  all  written  you  can  trim  and 
polish  up  the  story — cutting  a  word  here,  changing  a  sentence 
there — as  grammar  and  diction  and  betterment  suggest.  Be 
your  own  reporter  first,  and  managing  editor  afterwards.  Put 
you  thoughts  on  paper,  then  with  them  in  material  form  criticise 
them  and  swing  them  into  better  shape. 

Nearly  all  ads  go  through  this  process.  They  are  jotted 
down  in  the  rough,  then  carefully  gone  over.  I  know  of  a  first- 
class  advertising  writer  who  goes  over  an  ad  half  a  dozen  times 
before  he  thinks  it  is  all  right.  And  then  again,  I  know  of 
another — but  he  is  an  exception — who  finds  the  right  idea  and 
the  proper  words  to  fit  that  idea  at  the  first  blush. 

Short,  snappy,  sententious  sentences  are  the  sentences  that 
strike  men.  Clean,  artistic  outline  cuts,  full  of  action  to  har- 
monize with  the  text,  should  be  used.  Then  the  type  dress 
should  be  simple,  yet  with  an  air  of  style.  There  are  types  now 
cast  that  convey  this  impression. 


102  Successful  Advertising 

There  is  a  well-known  clothing  concern  in  New  York  City 
that  every  Satnrday  outlines  the  selling  and  advertising  policy 
of  the  succeeding  week.   The  heads  come  together  and  say  thus  . 

"We  will  dress  up  one  window  with  overcoats  cut  to  ^8.50 
another  will  be  given  to  the  suits  cut  to  $7.50,  another  will  be 
given  to  the  50-cent  neckwear  now  cut  to  38  cents. 

"  We  will  take  a  certain  space  in  the  daily  papers — so  much 
in  the  Evening  World,  so  much  in  the  Evening  Journal^  so 
much  in  the  Evening  Sun^^'  and  so  on.  The  plan  is  laid  out, 
the  window  dressers,  superintendents  and  salespeople  notified, 
and  when  the  ads  of  the  overcoats,  suits  or  neckwear  appear  in 
the  daily  evening  papers,  customers  find  handsome  window  dis- 
plays and  special  inside  exhibits. 

You  can  see  the  advantage  of  a  clean  cut,  complete  selling 
scheme  like  the  above.  From  start  to  finish  it  is  carefully 
thought  and  carried  out.  How  much  better  is  it  than  the  usual 
whitewash  of  advertising  which  simply  brings  people  in  only  to 
be  disgusted  with  the  unpreparedness  of  things.  Now  do  not 
forget  these  three  points  : 

(i)  Have  good  window  displays  and  inside  showings  with 
plenty  of  price  cards  to  back  up  the  ads. 

(2)  Have  also  plenty  of  goods  to  back  up  the  ads  and  hew 
to  the  line  of  eternal  truth. 

(3)  Use  cuts — plenty  of  them — neat,  not  overlarge,  with 
crisp,  convincing  text. 

More  About  Clothing  Advertising. 

To  many  minds  the  process  of  preparing  advertisements  is 
a  mystery.  To  others  it  is  not  so  much  a  mystery  as  it  is  the 
requirement  of  a  certain  order  of  ability,  which  includes  origin- 
ality, horse-sense,  easy  writing,  a  good  knowledge  of  type  and  a 
better  knowledge  of  human  nature. 

In  this  sketch  we  are  going  to  show  how  clothing  advertise- 
ments impress  one  in  various  parts  of  this  broad  country  of 
ours,  and  if  the  reader  cares  to  follow,  he  may  pick  up  a  point 
or  two. 

What  is  good  clothing  advertising  in  Boston  is  not  good 


How  To  Accomplish  It.  103 

clothing  advertising  in  Savannah — what  is  good  in  New  York 
is  not  good  in  Denver,  and  so  on.  Wherever  you  are  you  must 
adapt  your  advertising  to  your  audience.  You  must  study  the 
people  to  whom  you  wish  to  speak.  You  must  consider,  analyze, 
dissect  your  audience  ;  find  out  whether  it  is  rich  or  poor,  easy- 
going or  aggressive,  wide-awake  or  drowsy,  and  suit  your  adver- 
tising bill  of  fare  accordingly. 

That  is  the  reason  the  papers  of  the  different  parts  of  the 
country  vary.  At  the  first  blush  it  would  seem  as  though  a 
paper  was  but  a  reflex  of  the  editor's  point  of  view,  but  a  little 
study  will  show  that  it  is  a  reflex  of  its  clientage's.  Editors 
insensibly  learn  to  appreciate  the  views  of  their  subscribers  and 
they  supply  the  newspaper  most  demanded.  Just  so  with  the 
advertisement  writer.  He  must  first  study  the  tastes  of  his 
audience  before  he  can  hope  to  win  results  from  his  advertising. 

Let  us  begin  right  at  home,  here  in  New  York.  It  is  admit- 
ted on  all  sides  that  the  New  York  clothing  advertisements  are 
models  of  good  advertising.  They  are  short  and  sweet,  succinct 
and  sensible.     They  get  to  the  point  without  waste  of  words. 

The  writers  of  these  advertisements  are  sensible  enough  to 
appreciate  the  New  York  audience,  and  they  are  able  enough  to 
give  New  Yorkers  the  proper  sort  of  advertising. 

New  Yorkers  are  intelligent  and  discriminating.  They 
give  thought  to  their  wearables,  and  they  do  not  care  to  waste 
tiriie  in  arriving  at  conclusions  in  buying  the  same.  In  conse- 
quence the  New  York  advertisements  are  brief,  specific,  and  to 
a  great  extent,  honest  and  sincere. 

In  Philadelphia  they  are  more  generous  with  the  flow  of 
language  and  with  space,  possibly  because  space  is  less  costly 
than  in  New  York.  The  clothing  advertisements  of  Wana- 
maker  &  Brown  are  splendid  examples  of  good  advertising,  and 
typical  of  the  Philadelphia  style. 

Chicago  clothing  advertisements  take  up  still  more  space. 
Atwood's  advertising  is  an  exception.  It  is  modeled  after  the 
Rogers-Peet,  New  York,  style. 

The  farther  west  we  go  the  more  likely  are  we  to  meet  with 
sensational  clothing  advertising.  Most  of  the  clothing  adver- 
tisements   in    Detroit,    are    splendid  examples   of   a   medium 


104  Successful  Advertising 

between  the  eastern  and  western  st}les.  They  are  forcibly 
written,  well  displayed  and  nicely  illustrated. 

The  advertisements  of  the  Nebraska  Clothing  Co.,  in 
Omaha  and  Kansas  City,  are  unique  and  original.  They  are 
very  catchy  and  immensely  successful.  People  out  there  have 
learned  to  smile  when  they  run  across  one  of  them,  because 
there  is  generally  more  fun  in  it  than  in  the  regular  humorous 
column.  It  usually  opens  with  a  humorous  talk  on  the  political 
questions  of  the  day,  a  play  upon  words  or  a  joke. 

In  Denver  is  to  be  found  the  highest  development  of  the 
artistic-sensational  style.  Life  out  there  in  a  high  altitude 
means  a  rapid,  restless  gait  ;  all  sorts  and  conditions  of  peo- 
ple flock  there  for  health  and  profit,  and  advertising  should  be 
strong  and  vigorous. 

In  Salt  Lake  City,  Butte,  Tacoma,  Portland  and  the  other 
cities  west  of  the  Rockies  will  you  find  the  sensational  clothing 
advertisement  flourishing  in  all  its  glory.  And  it  has  a  good 
excuse  for  flourishing.  Much  as  we  fin-de-si^cle  advertisement 
writers  would  like  beautiful  language,  beautifully  diplayed  and 
beautifully  illustrated,  we  should  not  overlook  the  fact  that  the 
sole  object  of  an  advertisement  is  to  sell  goods,  and  for  that  pur- 
pose must  get  right  down  to  the  reader's  level  and  shout  right 
loud  in  his  ear  in  true  western  fashion  the  virtues  of  the  values 
being  offered. 

Two  opposite  processes  are  commonly  used  in  advertise- 
ment writing — the  positive  or  building-up  process,  and  the 
negative  or  tearing-down  process.  In  the  first  drift  every  happy 
thought  and  good  phrase.  Then  comes  the  tearing  down,  when 
a  word  here,  an  idea  there,  is  coldly  criticised  and  perhaps 
eliminated. 

To  the  New  Clothing  Advertiser. 

Make  up  your  mind  on  several  things  at  the  outset.  Make 
up  your  mind  on  the  advertising  outlay — but  do  not  necessarily 
confine  yourself  to  a  certain  expenditure  every  month — leave 
a  slight  margin — a  sort  of  elastic  margin  which  you  can 
spend  or  not  as  conditions  demand.  Make  up  your  mind  that 
you  will  be  a  persistent,    optimistic  advertiser  rather   than  a 


How  To  Accomplish  It.  105 

spasmodic  pessimist.  Make  up  your  mind  to  get  a  certain  space 
at  regular  times  in  your  local  paper.  Make  up  your  mind  to 
have  about  four  splurge  sales  per  year,  each  of  which,  if  prop- 
erly pushed,  ought  to  last  at  least  a  fortnight.  Make  up  }our 
mind  to  have  your  ads  honest,  clear,  clever  and  rightly  typo- 
graphed  and  properly  illustrated.  Buy  space  on  long  term 
contracts,  and  get  the  benefit  of  all  discounts  by  so  doing,  and 
see  that  your  local  paper  treats  you  right  on  reading  notices. 
Good  reading  notices  represent  gilt-edge  advertising,  and  I  am 
surprised  that  clothing  advertisers  are  so  slow  on  this  point. 

Never  try  to  advertise  clothing  without  cuts.  Some  adver- 
tisers get  along  without  cuts,  and  they  appear  to  do  it  success- 
fully, but  I  cannot  help  thinking  that  they  would  do  it  more 
successfully  if  they  used  cuts.  Nothing  will  attract  the  eye  to  a 
printed  page  quicker  than  an  illustration.  Through  a  cut  the 
mind  receives  an  instantaneous  and  vivid  impression  of  a  gar- 
ment.    Double  the  cut  space  in  simple  type  could  not  do  this. 

Advertising  Men's  Furnishings. 

In  a  town  or  city  where  there  is  a  daily  paper  the  average 
proprietor  of  a  men's  furnishing  establishment  advertises  one 
article  at  a  time  instead  of  several. 

I  have  prepared  a  lot  of  advertising  for  men's  furnishers 
and  I  have  noticed  that  they  usually  want  but  a  single  article 
advertised  at  a  time  and  that  article  must  be  advertised  well. 

Of  course  every  rule  has  its  exceptions  and  the  exceptions 
where  the  men's  furnisher  advertises  more  than  one  article  are 
in  the  Friday  evening  and  Sunday  papers  and  special  editions. 

I  hold  that  men's  furnishings  should  be  more  cleverly 
worded  than  any  other  sort  of  advertising,  for  here  is  a  case 
where  the  appeal  is  made  direct  to  men  who  are  not  much 
given  to  poring  over  advertising  literature. 

Their  eyes  must  be  arrested  instantly,  the  story  told  at  once 
without  an  extra  word — which  is  the  most  difficult  form  of 
advertising,  A  catchy  cut  and  an  odd,  fetching,  typographical 
effect  are  great  assistants  to  the  text. 

Rogers,  Peet  &  Co.  and  Smith,  Gray  &  Co.,  are  very  clever 
in  telling  the  advertising  story  without  waste  of  words.  Their 
window  eye  catchers  are  also  advertising  gems. 


106 


Successful  Advertisings 


If  it  is  neckwear,  how  would  something  like  this  go? 


Gorgfeous! 


Cut 
of 
Tie 


That's  the  word  that 
best  describes  our  Nobby 
Neckwear.  :::::::::: 


Economical! 


Cut 
of 
Tie 


Is    another   good   word    for 
though     they're 
worth    a    dollar       "50^' 
thej^'re  j^ours  for 


There  is  an  old  timer  in  collars  and  cuffs,  but  age  does  not 
dim  its  powers.     Here  it  is  : 


Let 


Collar  and 
Cuff  You! 

We'll   do  it    well — so  well   that   3^ou'll 
wish  we  always  had  and  at  a 


Price  Peculiar  To 
Ourselves  Alone  I 


Here's  the  price : 


A  Pair  Of  Cuffs  or  . 
Two  Collars 


Pure  Linen. 


23^ 

Very  Latest  Styles. 


How  To  Accomplish  It. 


107 


Or  if  it  is  hosiery,  something  like  this  is  suggested 


Handsome    Hose 


For 
Men 

and 
Boys. 


Hermsdorf  dye. 

Neat    silk   embroidery. 

6  dififerent  colors. 
30  "  styles. 
Worth  50c.  per  pair. 

say  ^^ 


For 
Men 
and 
Boys. 


A   Special    Sale! 


Advertising  A  New  Store. 

This  talk,  I  fancy,  will  appeal  not  only  to  those  who  con- 
template opening  a  new  store,  but  to  others  who  have  just  com- 
pleted improvements — added  a  new  wing  or  given  their  store  a 
new  front  or  something  like  that — to  which  they  wish  to  give 
prominence  through  publicity's  column. 

First  impressions  are  valuable  impressions.  The  man 
about  to  open  a  new  store  ought  to  keep  that  fact  uppermost  in 
his  brain.  If  he  makes  a  good  first  impression  and  then  lives 
up  to  that  good  first  impression  in  the  matter  of  qualities, 
varieties,  prices  and  advertising,  he  does  all  that  can  be  reason- 
ably expected,  and  if  there  is  any  possibility  of  winning  success 
he  will  surely  win  it. 

In  this  I  will  only  speak  of  the  advertising  end.  For  the 
past  two  months  I  have  been  doing  the  advertising  for  a  clothing 
concern  which  opened  six  weeks  ago  down  in  the  Old  Bay  State. 
The  opening  was  a  great  success,  despite  a  stormy  night  of  open- 
ing, and  the  concern,  judging  by  the  letters  sent  me  by  the  prin- 


108  Successful  Advertising 

cipal,  seems  to  be  swimming  along  all  right  in  the  sea  of  success. 
The  points  to  be  considered,  is  the  method  employed. 

I  prepared  three  initial  ads  which  simply  spoke  of  the  open- 
ing on  a  certain  date.  It  was  a  factory  town  and  the  clothing 
and  other  retail  stores  of  that  place  drew  their  chief  support 
from  the  working  people.  So  I  did  not  hesitate  to  infuse  con- 
siderable ginger  into  the  announcements — more  than  I  would 
were  I  writing  the  opening  advertising  for  a  Boston  or  New 
York  store.     (You  must  study  jour  people,  you  know.) 

There  were  two  quarter-page  ads  and  one  half-page  ad  pre- 
vious to  the  announcement.  They  all  spoke  of  what  the  new 
store's  methods  were  to  be  and  gave  a  little  thought  to  the  goods 
and  prices.  (After  the  store  is  opened  then  it  is  time  enough  to 
quote  on  items  and  prices.) 

The  papers  were  fairly  liberal  in  the  matter  of  reading 
notices. 

Souvenirs  were  to  be  given  out  on  the  opening  night.  Of 
course,  no  goods  were  to  be  sold — everybody  was  invited  to  call, 
criticise  and  look  about  to  his  or  her  heart's  content,  and  take 
away  a  souvenir. 

Despite  the  rainy,  unpleasant  evening  of  the  opening,  a 
great  crowd  was  in  attendance  and  the  opening  was  pronounced 
a  decided  success. 

The  three  ads  above  spoken  of,  the  reading  notices,  the 
souvenirs  and  the  novelty  of  the  new  store  did  the  business  as 
far  as  the  opening  was  concerned. 

Of  course,  the  papers  on  the  day  following  the  opening  had 
very  flattering  notices  regarding  the  attendance,  the  store 
appointments,  the  affability  of  the  clerks  and  the  many  varieties 
of  goods,  which  were  plainly  tagged  with  very  little  prices. 

All  that  sort  of  thing  counted  up. 

Then  the  ads  started  in  on  items  and  prices — not  too  heavy 
at  first — but  just  enough  to  whet  the  public  desire  for  values  in 
a  new  clothing  store.  Half-page  and  quarter- page  ads  were 
used  every  second  or  third  day,  and  with  each  successive  ad  the 
range  of  items  and  prices  were  etilarged.  The  other  stores 
began  to  sneer  and  poke  fun  at  the  newcomer.  The  principal  of 
the  new  concern  wanted  to  talk  back   "real  sassy"  to  the  old- 


How  To  Accomplish  It.  109 

timers,  but  I  advised  him  to  ignore  them — to  advertise  his  good 
vahies  with  good  ads  as  though  his  was  the  only  store  in  town. 
Which  is  the  only  plan  to  pursue.  It  never  pays  to  indulge  in 
personalities  that  only  advertise  your  competitors  and  does  not 
add  to  your  dignity  and  standing.  The  other  fellows  shut  up 
after  a  while,  because  they  noticed  their  criticisms  had  no  effect 
upon  the  new  man.  He  has  now  settled  down  to  a  quarter-page 
space  about  three  times  a  week,  and  each  ad  speaks  of  some  par- 
ticular line,  such  as  boys'  clothing,  men's  summer  suits,  men's 
furnishings,  etc.  It  is  poor  policy  for  the  average  clothing  store 
to  jumble  up  several  lines  in  an  ad — better  to  have  one  good  ad 
on  one  good  sale  in  one  department  and  do  it  right  before  you 
take  up  another  sale. 

To  the  man  about  to  open  a  new  store  I  would  say  : — Make 
all  your  advertising  arrangements  several  weeks  in  advance  of 
your  opening.  Do  not  wait  till  the  last  minute,  as  many  do. 
Get  the  best  rates  from  your  local  papers,  study  their  circula- 
tions, be  unmoved  by  personal  representations  from  anyone  on 
this,  but  go  about  it  just  as  cold  and  business-like  as  though  you 
were  buying  a  lot  of  overcoats.  Get  the  best  newspaper  space 
at  the  lowest  price  and  have  it  understood  in  the  contract  that 
you  are  entitled  to  a  certain  number  of  lines  of  reading  matter. 

Have  a  single  column  good  line  cut  of  your  store  made. 
Have  electros  for  each  paper.  Lay  in  your  stock  of  cuts  before- 
hand and  have  your  ads  well  prepared  in  advance.  Try  and 
have  the  newspaper  "boys"  around  your  store  on  the  opening 
night  and  give  them  particular  courtesy.  They  will  appreciate 
a  typewritten  "story"  of  the  affair,  and  even  if  they  will  not 
use  exactly  the  "story  "  thus  prepared,  they  will  get  the  points 
they  want  from  it  to  dish  up  in  their  own  language.  Save  them 
the  bother  of  taking  notes. 

Have  a  cut  made  of  the  concern's  name.  A  good  catch 
phrase,  if  stuck  to,  is  all  right.  In  your  opening  ad  dilate  more 
upon  your  accessibility  and  modern  methods,  rather  than  upon 
your  prices.  Items  and  prices  will  follow  in  due  time  after  the 
opening. 

If  you  put  in  a  new  show  front  or  add  a  new  wing  to  your 
store,  you  are  entitled  to  raise  a  disturbance  about  it  in  your 


110  Successful  Advertising^ 

local  advertising  columns.  You  ought  to  be  able  to  get  a 
picture  of  your  improved  establishment  and  quite  a  bit  of 
reading  matter  about  your  enterprise  and  success.  If  your  local 
paper  does  not  enthuse  about  the  cut  and  the  reading  notice — 
and  it  is  surprising  how  cold  and  distant  some  become  on  such 
occasions — tell  its  publisher  you  will  have  a  nice  single  column 
cut  of  your  new  establishment  made  by  a  city  cut  concern 
and  you  will  be  satisfied  if  he  run  the  cut  with  a  few  sticks  of 
reading  matter,  and  he  surely  would  not  object  to  that.  A  new 
cut  of  one  of  the  town's  establishments  is  nearly  always  wel- 
comed by  the  local  publisher,  as  it  shows  the  growth  of  the 
town — something  in  which  he  naturally  takes  pride. 

You  could  use  that  cut  in  your  ads,  circulars,  stationery 
and  other  advertising  matter  afterwards.  You  could  get  up  a 
sale  on  the  strength  of  your  new  improvements.  The  increased 
room  gives  you  further  .opportunity  to  display  goods  and  conse- 
quently you  have  laid  in  a  new  stock,  etc.,  etc. 

There  are  some  concerns  which,  if  they  were  putting  in  a 
dumb  waiter  would  raise  a  hullabaloo  about  a  "  Great  Rebuild- 
ing Sale,"  but  I  know  that  none  of  the  readers  of  this  would  be 
guilty  of  anything  so  foolish.     Eh  ? 

Building  Up  a  Sick  Department. 

There  is  a  cause  for  everything. 

If  a  department  is  sick,  discover  why,  then  apply  remedies. 
There  are  several  reasons  why  a  department  may  suffer 
from  poor  business.     Here  are  some  of  them  : 

An  incompetent  manager  (usually  the  reason  most  abundant). 

Poor  advertising. 

Poor  buying. 

Poor  location. 

Poor  methods  of  display. 

Inefficient  salespeople. 

Tardy  deliveries. 

Bad  reputation. 

Insufficient  capital. 

Lax  business  methods  generally. 


How  To  Accomplish  It.  Ill 

Let  us  take  up  each  reason  and  try  and  get  at  the  right 
remedy.  An  incompetent  manager  should  be  replaced  with  a 
competent  one.  That  is  all  there  is  about  it.  A  business  house 
is  no  elemosynary  institution — no  refuge  for  incompetent  "  mem- 
bers of  the  family"— no  "soft  snap"  for  a  dull-witted  "man- 
ager"— no  home  for  one  under  the  dominion  of  rum,  or  any 
other  evil  influence,  nor  is  it  the  place  for  anyone,  except  the 
person  who  knows  and  does  his  business  in  a  clean-cut  way. 

Poor  advertising  should  not  be  tolerated.  There  is  no 
excuse  for  it  in  this  age.  The  manager  should  have  a  fair  con- 
ception of  how  to  get  up  sales.  They  are  vital  to-day  to  any 
department  or  retail  business.  To  get  up  sales  properly  is  to 
be  sufficiently  supplied  with  the  right  goods  at  the  right  prices 
— to  be  able  to  write  and  mark  advertising  copy  in  such  a  man- 
ner as  to  make  a  good,  striking  impression  upon  the  public — to 
secure  good  illustrations  if  necessary — to  advertise  and  handle 
each  sale  in  such  a  manner  that  it  will  be  a  source  of  satisfac- 
tion to  the  public  and  the  concern,  and  to  keep  in  the  narrow 
path  between  skimpy  and  extravagant  advertising.  No  fool  can 
do  this  ! 

Poor  buying  is  an  abomination.  Occasionally  the  best  buy- 
ers make  mistakes  in  styles  and  colors.  Once  in  a  while  they 
become  too  enthusiastic  in  the  buying,  and  overloaded  stocks 
are  the  result — true  mountains  of  agony  upon  human  shoulders  1 
Friendships  are  dangerous  emotions  to  buyers — so  are  enmities. 
Keep  in  the  cool,  clear  wind,  between  both.  Quietly  study  the 
many  ramifications  of  the  market — strike  when  the  iron  is  hot, 
when  the  manufacturer  is  sick  of  his  goods  and  willing  to  sell 
at  a  sacrifice .  Then  the  buyer  has  an  excuse  for  a  successful  sale 
— an  excuse  that  the  public  (who  are  not  asses)  will  see  has  a 
foundation— and  will,  as  a  result,  respond.  The  buyer  must 
know  his  goods — their  styles,  colors,  fabrics,  workmanship, 
finish  and  all  such  details.  The  buyer  must  know  his  public — 
their  wants,  whims,  likes  and  dislikes.  The  buyer  must  know  his 
market — its  principal  men,  their  strength,  weakness,  and  what 
they  have.  And  at  all  times  the  buyer  must  know  himself  and 
his  resources.  He  cannot  afford  to  "  fake"  in  his  advertising. 
No  incompetent  can  fill  his  position ! 


112  Successful  Advertising 

Poor  location,  in  many  cases,  cannot  be  helped.  In  such  a 
case  the  only  remedy  is  to  make  strenuous  efforts  for  betterment 
in  other  lines.  If  it  can  be  helped  without  detriment  to  the 
other  trade  features,  do  so.  I  have  seen  sick  departments  put  on 
a  paying  basis  by  being  moved  to  a  better  location.  We  all 
know  how  the  wrong  side  of  the  street  makes  all  the  difference 
in  the  world  in  the  success  of  a  store. 

Poor  methods  of  display  can  be  remedied  by  almost  any 
bright  young  man  in  the  store.  Do  not  kill  his  individuality 
by  being  too  dictatorial.  Give  his  God-given  abilities  an  oppor- 
tunity to  assert  themselves.     Encourage  him  ! 

Inefficient  salespeople  are  generally  the  result  of  inefficient 
heads.  Competent  merchants  create  competence  on  the  part  of 
their  workers.  Every  move,  effort  and  word  on  the  part  of  a 
competent  merchant  or  manager,  has  its  effect  on  the  rank  and 
file,  who  are  human  beings,  and  as  such  are  not  impervious  to 
impressions.  However,  if  a  sales  person  is  naturally  or  per- 
sistently willfully  incompetent,  discharge  such  a  person.  Better 
for  the  business — better  for  the  person  when  this  rule  is  enforced  ! 

Tardy  deliveries  are  unmitigated  nuisances  that  the  shop- 
ping public  will  not  stand  for.  An  extraordinary'  amount  of 
trade  is  lost  by  this  cause  alone.  Keep  promises  in  deliveries, 
even  if  at  times  a  few  cents  may  be  lost  by  so  doing.  These 
few  cents  may  be  replaced  later  by  a  few  dollars  from  the  shop- 
per, who  appreciated  prompt  deliveries. 

A  bad  reputation  is  something  that  can  be  lived  down  by 
good  deeds.  The  human  memory  is  long  when  it  dwells  upon 
unpleasant  subjects,  but  it  can  be  made  to  forget  the  unpleas- 
antness of  the  long  past  in  contemplation  of  the  good  of 
the  present  and  recent  past.  A  business  is  like  a  person, 
in  the  respect  that  both  are  accorded  certain  niches  in  human 
minds — if  the  reputation  is  good,  respect  follows  ;  if  bad,  the 
consideration  is  certainly  not  respect. 

Insufficient  capital  is  a  matter  that  in  many  cases  cannot 
be  remedied.  The  best  rule  governing  such  a  situation  is  to 
"trim  your  sails  to  the  wind." 

Lax  business  methods  generally  should  be  corrected  by 
beginning  at  the  head  and  working  down — not  at  the  foot  and 


How  To  Accomplish  It.  113 

working  up.  The  person  to  blame  for  a  sick  business  is  the 
HEAD  OF  THAT  BUSINESS  !  No  Other.  Hc  is  responsible  and 
should  be  held  responsible — he  in  turn  should  hold  his  lieuten- 
ants responsible,  and  they  in  turn  their  subordinates.  The 
discharge  of  one  or  two  subordinates  never  helped  a  poor  busi- 
ness as  long  as  those  at  the  top  continued  the  even  tenor  of 
their  misguided  way.  It  is  a  pretty  safe  rule,  that  efficient 
heads  have  efficient  workers. 

Keeping  a  Live  Department  or  Business  Always 
Vigorous. 

Dismiss  the  idea  forever  from  your  mind  that  because  busi- 
ness is  running  smoothly  and  satisfactorily  it  surely  will  continue 
to  do  so  from  its  own  momentum,  aided  with  a  little  effort  now 
and  then. 

Forget  it ! 

There  was  one  force  that  built  up  the  business — the  same  force 
must  be  applied  to  it  every  day  of  its  existence  and  that  force  is : — 

Intelligent  Effort. — Conditions  constantly  change.  Keep 
in  touch  with  new  conditions.  New  forces  enter  the  field. 
Watch  them  !  These  forces  are  different  from  the  old  ones  and 
unexpected  moves  may  be  made  to  your  detriment. 

Open,  watchful  eyes  and  a  clear,  cool  and  active  brain 
must  be  the  possession  of  him  who  would  succeed  to-day. 
Whatever  technical  knowledge  in  relation  to  his  business  he  is 
supplied  with  so  much  the  better.  And  there  is  no  single 
knowledge  more  important  to  a  business  to-day  than  advertis- 
ing. Advertising  is  the  great  salesman — he  voices  his  argu- 
ments through  printer's  ink  and  he  should  always  be  of  the- 
living-present,  sound  in  argument,  happy  in  expression  and 
dressed  so  as  to  win  and  please  the  eye. 

Some  may  say  that  illustrations  and  types  are  matters  that 
need  not  bother  the  merchant  much  for  they  are  fixed  com- 
modities and  can  be  had  anywhere  at  any  time. 

There  is  a  taint  of  unsoundness  in  this  logic — but  let  it 
pass  !  One  ever  present,  ever  live  feature  of  advertising  beyond 
the  power  of  dismissal  by  any  advertiser  is  :     What  to  Say  ? 

8 


114  Successful  Advertising 

Every  advertisement  must  be  thought  out  and  written. 
The  business  man  who  advertises  must  regularly  answer  the 
pertinent  question  of  :     What  TO  Say  ? 

The  goods  and  prices  that  are  clamoring  for  advertising 
recognition  force  the  issue  :     What  to  Say  ? 

The  dull  business  of  the  present  preys  upon  the  merchant's 
mind  and  stirs  up  the  eternal  advertising  question  :  What  to 
Say? 

The  sale  about  to  begin  asks  with  a  great  interrogation 
point  the  conundrum:     What  to  Say? 

The  sale  already  under  way  and  which  must  be  fed  with 
the  food  of  good  advertising  propounds  the  problem:  What 
to  Say  ? 

The  new  goods — dainty,  delicate,  desirable;  stylish,  servic- 
able,  sensible — the  harbingers  of  the  coming  season's  fashions, 
fads  and  fancies — whisper  with  gentle  but  irresistible  insistence 
the  ticklish  question:     What  to  Say ? 

The  old  goods  that  are  eye-sores  because  not  in  the  public's 
possession  long  before,  ask,  in  a  gruff,  hasty  voice — as  though 
they  themselves  were  tired  of  lingering  on  the  merchant's 
shelves :    What  to  Say  ? 

The  march  of  business  inprovement  keeps  quick  time  to 
the  tune  to  which  these  words  are  answered:    What  to  Say  ?" 

The  standstill  of  business  under  inert  or  incompetent 
direction  seems  to  hush  itself  because  there  is  no  answer  to: 
What  to  Say  ? 

The  retrograde  movement  of  trade  gives  the  abject  shuffle 
of  the  bankrupt,  because  of  the  inept  and  unbusiness-like 
answers  to:    What  to  Say? 

What  to  Say  ?  is  the  great  question  that  confronts  every 
business  man  who  advertises.  If  he  answers  it  right  it  is  probably 
because  he  has  properly  replied  to  the  other  great  question: 
What  to  Do  ?  or  in  other  words  he  did  what  he  should  in  his 
storekeeping — the  right  expression  of  which  appears  in  his 
advertising. 

Anyone  can  see  that  constant,  intelligent  thonght  and 
activity  are  necessary  in  keeping  a  business  and  its  advertising 
up  to  date. 


How  To  Accomplish  It.  115 


Advertising  Women's  Wearables. 

She  looks  for  style. 

She  looks  for  service. 

She  looks  for  economy. 

Every  woman  wants  this  trinity  of  features  in  her  dress, 
skirt,  waist,  or  whatever  article  of  wear  she  may  be  looking  for. 

Swing  the  three  features  in  your  advertising;  swing  them 
in  with  a  grace  that  shows  your  pen  is  influenced  by  the  style; 
swing  them  in  with  a  conviction  that  shows  your  pen  is  influenced 
by  the  service;  swing  them  in  with  a  force  that  shows  your  pen 
is  influenced  by  the  low  price. 

Again  let  me  speak  of  style.  Without  style  a  garment  is 
nothing  in  the  eyes  of  any  self-respecting  woman.  Some  great 
writer — pardon  the  omission  of  the  name ;  it's  not  here  recall- 
able— said  that  the  nearest  approach  to  heaven  on  this  earthly 
sphere  is  experienced  by  the  woman  happy  in  the  knowledge 
that  she  is  well  gowned.  And  it  is  hardly  necessary  to  say  that 
the  gown  must  be  stylish. 

Dame  Fashion  is  erratic — she  has  many  a  twist  and  turn  in 
the  trail  of  her  "creations" — but  ever}'  woman  feels  it  her 
bounden  duty  to  follow  fashion's  most  sinuous  and  tortuous 
path,  and  woe  be  to  the  merchant  who  gets  a  reputation  for  be- 
ing behind  the  times.  He  must  keep  up  in  the  procession  of 
style,  even  if  he  lags  with  service  and  price. 

Naturally  his  advertising  must  fittingly  tell  the  tale  of  his 
noble  effort  to  follow  fashion's  footsteps,  and  the  advertising 
man  should  make  a  study  of  the  garments. 

And  it  is  quite  a  study — for  a  man.  But  it  pays — therefore 
should  be  done. 

Semi-annually  there  comes  to  the  store  an  influx  of  new 
styles.  They  sweep  out  old  fashions  as  do  waves  of  the  sea 
sweep  out  impressions  on  the  sands.  Tell  all  about  the  new 
styles — how  they  are  different  from  old  styles — whether  they 
originated  in  New  York,  London,  Paris,  Berlin  or  Vienna — 
whether  they  are  the  creations  of  Worth,  Rouff",  Felix,  Robin- 


116  Successful  Advertising 

son  or  whoever  the  famous  originator  may  be.  This  adds  an 
element  of  truth  as  to  the  exchisiveness  of  the  garments. 

With  popular-priced  and  easy-priced  garments  it  is  consid- 
ered good  policy  to  tell  how  a  certain  enterprising  manufacturer 
secured  an  advance  sample  of  a  most  stylish  garment  and  made 
up  a  lot  to  go  at  a  price  so  far  below  what  the  original  garment 
sells  for  as  is  a  fifty-cent  piece  below  a  silver  dollar.  Yet  the 
latter  garments  lost  none  of  the  grace,  distinctiveness  and  worth 
possessed  by  the  original. 

And  it  frequently  happens,  according  to  the  ads  of  many 
cloak  concerns,  that  the  manufacturer,  in  the  course  of  his 
operations,  became  embarrassed  for  want  of  filthy  lucre,  "and 
our  buyer,  being  on  the  spot  with  spot  cash,  secured  the  entire 
lot  at  a  price  which  enables  us  to  offer  the  most,"  etc.,  etc., 
ad  infinitum,  a  page  full,  which  so  stirs  up  the  feminine  portion 
of  the  town,  city  or  borough,  that  they  all  descend  upon  the 
store,  and  each  and  every  one  secures  a  garment  of  style,  of 
worth,  of  service,  at  a  price  that  causes  competition  to  retire  into 
the  woods  and  go  into  executive  session  with  itself. 

Suit  and  Cloak  Advertising, 

April  and  May  are  two  banner  spring  months  for  the  suit 
and  cloak  manager.  September  and  October  are  the  two  months 
to  introduce  the  fall  and  winter  styles.  They  are  the  months 
when  the  sun  shines,  and  if  he  is  wise  he  makes  and  rakes  the  hay. 

Every  woman  at  each  of  these  periods,  wants  a  new  com- 
plete costume.  At  each  of  these  periods,  besides  indulging  in 
the  sweet  hope  of  getting  the  new  toggery,  she  is  calculating  as  to 
which  merchant  in  her  town  has  the  best  goods  at  the  lowest 
prices. 

The  merchant  who  advertises  properly  stands  the  best 
chance  of  getting  her  trade. 

There  is  good  money  in  the  suit  and  cloak  business,  but  it 
has  to  be  made  in  season,  and  for  those  two  reasons  it  is  good 
business  judgment  to  be  liberal  with  timely  advertising. 

Emphasize  price. 

Eniphasize  style. 


How  To  Accomplish  It.  117 

Emphasize  materials. 

Emphasize  workmanship. 

Emphasize  the  liberal  stocks. 

Emphasize  the  attractiveness  of  the  exhibits. 

These  are  the  points  to  emphasize  in  the  suit  and  cloak 
advertising  that  should  appear  right  along  in  your  home  news- 
papers. 

Use  cuts  that  really  illustrate.  Give  type  descriptions  that 
describe.  Do  not  take  one  leader  and  so  pound  it  with  advertis- 
ing that  it  becomes  an  eyesore,  but  have  something  new  and 
fresh  with  every  ad.  Then  people  will  take  some  stock  in  your 
liberal  varieties. 

It  is  best  to  begin  the  ad  (after  the  introduction)  with  a  low 
priced  article,  and  work  up  higher  in  prices  until  the  last  article 
advertised  is  the  highest  priced.  As  a  general  proposition  low 
priced  garments  are  easier  to  sell  by  advertising  than  high  priced 
articles.  A  very  good  ladies'  suit  can  now  be  had  for  $5.98,  and 
it  is  remarkable  how  neat  appearing  a  jacket  can  be  had  for  ^3.98. 

If  you  can  succeed  in  getting  visitors  to  your  store  to  inspect 
the  lower  priced  garments  it  is  frequently  only  a  matter  of  good 
salesmanship  to  switch  attention  from  the  lower  priced  article 
to  the  better  made  and  more  stylish  garments  at  higher  figures. 

There  are  a  lot  of  little  kinks  and  twists  in  new  styles  that 
the  advertiser  should  not  overlook  in  his  type  tales.  The 
Monte  Carlo  coats  for  women — the  new  double-breasted  effects  in 
waists — the  new  shaped  panel  skirt  trimmed  with  band  of  stitch- 
ing and  other  recent  ideas  may  be  perfectly  clear  (therefore  not 
of  particular  interest)  to  the  suit  and  cloak  man,  but  news  to  his 
customers,  and  for  that  reason  should  be  swung  in  the  adver- 
tising. 

Prices  in  Retail  Advertising. 

It  is  wonderful  what  a  loud  noise  a  dollar  makes  these 
days. 

Even  the  humble  dime  makes  itself  heard  in  no  uncertain 
tones. 

Cash  speaks  with  a  tone  so  eloquent  that  when  it  speaks 
all  other  orators  take  a  back  seat. 


118  Successful  Advertising 

In  all  retail  advertising  it  is  very  necessary  to  give  prices. 
They  speak  right  to  the  pocketbook,  and  whatever  speaks  to 
that  adjunct  of  any  member  of  the  great  human  family  will  get 
a  hearing. 

When  you  give  a  price  in  your  retail  ad  you  give  its  most 
vital  element. 

And  the  price  should  be  supplemented  with  a  clear  and 
concise  detail  about  the  article  thus  priced. 

Most  retailers  understand  this — yet  many  do  not.  This 
afternoon,  while  glancing  over  several  copies  of  daily  and 
weekly  out-of-town  publications,  I  was  struck  with  the  fact  that 
quite  a  few  retailers  were  satisfied  with  mere  talk  in  their  ads — 
they  forgot  the  necessity  of  prices. 

A  good,  bright  talk  is  all  right — it  is  a  very  necessary  fea- 
ture of  the  ad,  but  talk  alone,  without  the  prices  to  back  it,  is 
much  like  faith  without  good  works.     We  can  safely  divide  tlie 
aforesaid  great  human  family  into  two  divisions: 
The  malQ 
and 
The  female. 

Let  us  analyze  them  a  bit  in  their  relation  to  ads.  Man, 
as  a  rule,  is  a  logical  being.  When  he  wishes  to  invest  in  any 
article  he  wants  to  know  its  price.  That's  a  very  important 
item  with  him.  You  may  arouse  in  him  a  desire  for  your  offer- 
ings ;  after  this  desire  is  aroused  in  him  the  next  consideration 
with  him  is  price.  If  the  price  is  not  in  your  ad,  how  is  he  to 
learn  about  this  price  ? 

By  going  to  your  store  ? 

Yes,  but  that  entails  some  little  effort,  and  the  chances  are 
that  he  does  not  think  that  effoft  necessary' .  There  may  be 
otter  ads  in  the  paper  on  similar  goods  which  quote  prices 
which  seem  satisfactory  to  him.  These  printed  prices  answer 
his  questions — he  has  the  information  desired  and  the  concern 
that  prints  prices  makes  the  sa|e.  You  surely  should  not  put 
your  readers  to  any  trouble  whatever  in  giving  them  informa- 
tion about  your  goods.  Do  business  "on  the  lines  of  the  least 
resistance." 

If  you  are  advertising  a  pair  of  patent  leathers — a  straw  hat 


How  To  Accomplish  It.  119 

— a  smoking  outfit  or  anything  else  that  appeals  to  a  man,  give 
him  the  details  of  your  article  in  the  easiest  and  quickest  man- 
ner possible  and  never,  never  forget  to  give  the  price  every  time. 

Now  let  us  discuss  woman  and  her  relation  to  advertising. 

She  buys  the  greater  percentage  of  household  supplies — all 
her  personal  needs — the  personal  needs  of  the  younger  members 
of  the  family  and  in  a  great  many  instances  no  little  portion  of 
her  liege  lord  and  master's  individual  needs. 

Now  she  has  a  certain  amount  of  money  daily  or  weekly—^ 
as  the  case  may  be — v/hich  amount  as  a  rule  is  carefully  por- 
tioned out  as  to  where  it  will  do  the  most  execution.  The  ad 
helps  her  in  this.  Daily  and  weekly  she  scans  with  an  eager 
eye  the  ads  of  various  concerns  to  learn  about  the  most  recent 
happenings  in  dress-goods,  silks,  household  supplies  and  what 
not.  With  a  very  material  eye  she  looks  for  prices  in  every 
instance.  They  strike  right  home  to  her  pocket-book.  In  most 
instances  prices  represent  the  first,  last  and  greatest  considera- 
tion. When  no  prices  are  given  she  is  quite  at  sea  and  turns 
for  relief  to  the  ads  that  give  facts  and  figures. 

With  prices  she  can  make  mental  or  notebook  memoran- 
dum as  to  how  far  her  dollars  and  dimes  can  travel — which 
memorandum  is  a  great  satisfaction  in  itself.  Woman  on  a 
shopping  expedition  becomes  a  practical  individual  and  the  more 
practical  she  becomes  the  more  she  demands  goods  and  prices. 

A  score  or  more  years  ago  very  few  stores  gave  printed 
prices  either  in  store  placards  or  advertisement  in  any 
form.  This  gave  an  opportunity  to  practice  a  sliding  scale  of 
prices,  to  charge  whatever  figure  they  thought  the  customer 
could  stand.  A.  T.  Stewart  and  John  W^anamaker  were  pion- 
eers in  the  matter  of  making  one  price — and  that  undeviated 
from — to  all  customers.  Then  this  one  fair  price  idea  became 
accentuated  by  store  price  cards  and  newspaper  ads  calling 
attention  to  these  fair  prices  until  now  almost  every  retail  house 
advertises  prices. 

It  looks  more  business-like  in  a  retail  ad  to  give  the  price. 
The  presence  of  the  figures  in  type  is  the  next  best  thing  to  the 
actual  clink  of  the  money  itself.  It  is  a  type  argument  that 
stands  out  im.pregnable  against  all  counter  argument.     When 


120  Successful  Advertising 

you  see  a  price  in  print  your  mind  is  set  at  rest  on  the  point  of 
cost.  The  great  question,  "  How  much?  "  is  answered  to  your 
complete  satisfaction. 

When  you  do  not  find  the  price  in  print  you  lay  aside  the 
paper  with  a  feeling  of  dissatisfaction,  unless  you  are  so  rich  or 
careless  that  price  is  no  object  with  you.  But  in  these  times, 
when  price  is  a  greater  object  than  it  ever  was  before,  almost 
everybody  looks  out  for  the  cost  of  things.  And  if  John  Smith 
&  Co.  do  not  give  any  items  and  prices  in  their  otherwise  clever 
ad  you  are  very  likely  to  swing  your  trade  in  the  direction  of 
John  Jones  &  Co.,  who  answer  all  your  very  natural  questions 
about  the  quality,  variety  and  prices  of  their  offering  in  a  man- 
ner complete,  easy  and  satisfactory. 

A  retail  ad  without  prices  is  like  a  tale  half  told.  No 
drummer  can  sell  goods  without  dilating  upon  his  easy  terms- 
no  huckster  thinks  of  selling  bananas  from  his  cart  unless  he 
shouts  the  price  hard  and  loud. 

Giving  prices  is  the  most  vital  element  in  selling.  Do  not 
think  that  a  general  review  of  your  stocks  in  a  bright  ad  is  suffi- 
cient without  goods  and  prices,  for  it  is  not.  Always  be  spe- 
cific with  one  or  more  articles— give  full  descriptions  of  them— 
and  again  I  repeat,  never  fail  to  give  the  prices. 

Furniture  Advertising, 

The  best  furniture  advertising  done  anywhere  to-day  is 
that  done  by  The  Paine  Furniture  Co.  of  Boston. 

Scores  of  people  in  Boston,  in  New  York  and  in  the  West 
have  told  me  that  the  ads  of  the  Paine  Furniture  Co.  repre- 
.'-ented  the  best  in  furniture  advertising,  which  verdict 
coincides  exactly  with  my  own  views.  Inasmuch  as  this 
advertising  stands  at  the  top  of  the  pyramid  of  good  furniture 
advertising  let  us  analyze  it  a  little  and  see  if  some  of  its  good 
points  cannot  be  applied  to  other  furniture  advertising. 

Pick  up  any  Boston  daily,  morning  or  evening,  and  you'll 
find  the  Paine  Furniture  ad.  It  is  missing  on  Sunday.  Like 
the  Wanamaker  and  O'Neil  ads  of  New  York,  it  takes  a  rest  on 
Sunday,  but  starts  up  fresh  and  forcible  on  Monday  morning 
and  stays  right  along  in  business  until  Saturday. 


How  10  Accomplish  It.  121 

It  represents  a  good  example  of  the  one  idea  in  advertising. 
A  single  piece  of  furniture  such  as  a  sideboard,  a  dining-room 
table,  or  a  lounge  is  taken.  A  wood  engraving — showing 
exactly  the  article  spoken  of — stands  at  the  head  of  the  ad,  and 
the  talk  following  is  a  splendid  specimen  of  the  dignified,  easy, 
and  sensible  style  of  advertising.  The  description  of  the  side- 
board or  whatever  is  being  advertised  is  cleverly  complete — the 
price  is  generally  given,  and  room  is  nearly  always  found  for 
a  detail  of  the  particular  uses  of  the  article.  Every  day,  ex- 
cepting Sunday,  a  fresh  ad  appears,  and  this  sort  of  thing  is 
kept  up  throughout  the  year  with  the  exception  of  three  or 
four  big  splurges  in  the  line  of  "clearance  sales"  and  "open- 
ings." 

If  you  are  a  furniture  dealer  and  wish  to  satisfy  yourself  as 
to  the  benefit  to  be  derived  from  good  advertising  just  drop  in 
48  Canal  Street,  and  look  through  the  warerooms  of  The  Paine 
Furniture  Co.  the  next  time  you  happen  in  Boston.  The  im- 
mense business  this  concern  does  is  a  living,  active  demonstra- 
tion of  the  power  of  publicity.  Out  of  the  regular  retail 
district — in  a  region  given  to  wholesalers  and  manufacturers  of 
everything  under  the  sun — but  fortunately  convenient  to  the 
depots  of  several  railroads — The  Paine  Furniture  Co.  swings 
trade  in  its  direction  by  carrying  the  right  sort  of  goods  and 
rightly  placing  this  information  before  the  public. 

Boston  is  a  city  of  good  furniture  advertising,  anyway. 
Jordan,  Marsh  &  Co  ,  with  their  immense  furniture  store  in  the 
heart  of  the  city,  have  built  up  an  enormous  furniture  business 
in  a  very  short  period  of  time.  Osgood  with  his  "  when  in 
doubt  buy  of  Osgood,"  is  in  evidence  constantly  with  examples 
of  good  advertising,  and  Mc Arthur  and  Atkinson  also  help 
along  the  adveftising  columns  of  the  Boston  dailies. 

And  when  you  are  ready  to  proceed  advertising  you  can 
gain  many  points  from  the  advertising  of  such  furniture  con- 
cerns as  The  Paine  Furniture  Co.,  Jordan,  Marsh  &  Co., 
Osgood,  Arthur  INIcArthur  and  Plymptons,  of  Boston — Tobey 
and  Mandel  Bros.,  of  Chicago — The  Adams  Dry  Goods  Co., 
Flint,  Cowperthwait,  Little  and  Baumann  of  New  York — Waua- 
maker  of  Philadelphia,  etc. 


122  Successful  Advertising 

You  will  note  that  they  nearly  all  use  illustrations.  I 
believe  in  illustrations  in  furniture  advertising.  A  cut  of  an 
easy  chair  with  a  man  comfortably  ensconced  in  it  smoking  a 
pipe  tells  more  in  an  instant  about  the  virtue  of  an  easy  chair 
than  a  quarter  column  in  type  could  in  an  hour.  The  picture, 
the  story  and  the  price  combined  make  the  winning  combina- 
tion. 

The  keys  for  furniture  advertisers  to  play  upon  are : 

Thrift — the  money  saving  opportunities  in  your  store. 

Quality — the  good  workmanship  and  materials  evident  in 
your  offerings. 

Fair  Treatment — courteous,  intelligent  clerks,  prompt 
deliveries  and  "money  back  if  you  want  it." 

Easy  Shopping — large  assortments  to  select  from,  plainly 
priced  goods,  broad  aisles,  well  lighted  corners  and  interesting 
displays. 

Play  with  the  right  touch  upon  these  four  advertising  keys 
and  if  the  store  and  merchandise  back  up  the  printed  matter 
business  must  come. 

Too  much  stress  cannot  be  laid  upon  the  importance  of  a 
well-defined,  well  carried  out  plan  of  advertising.  Week  in 
and  week  out  should  this  plan  be  faithfully  adhered  to — it 
should  be  as  well  observed  as  the  opening  of  the  store  every 
morning.  Spasmodic  is  not  the  adjective  that  qualifies  the 
advertising  of  the  intelligent.  It  is  the  continuous,  cumulative 
force  that  fetches. 

The  furniture  advertiser  speaks  to  the  impressionable  mem- 
ber of  the  human  family — woman — and  she  who  is  such  an 
important  factor  in  household  buying  is  influenced  not  only  by 
to-day's  ad  but  by  scores  of  previous  ads.  These  past  ads  make 
the  store  stand  out  stronger  in  her  mind.  Advertising  is  but 
the  pv.blic  voice  of  the  store,  and  the  more  constant,  consistent 
and  clear  is  this  voice,  the  more  will  the  household  head  think 
of  that  store  when  furniture,  carpets,  rugs,  etc.,  are  needed. 

Just  a  word  on  circular  advertising.  A  certain  wide-awake 
carpet  and  furniture  retailer  scans  the  daily  papers  for  engage- 
ment, marriage  and  birth  notices.  To  the  newly  engaged  he 
sends  a  "printed  typewritten  circular  letter,"  speaking  of  his 


How  To  Accomplish  It.  123 

ability  to  furnish  a  house,  flat,  or  room  at  the  right  price.  To 
the  newly  married  he  sends  the  same  circular,  supplemented 
with  another,  giving  an  attractive  list  of  items  that  may  be 
added  from  time  to  time  after  the  house  is  furnished.  To 
proud  parents  he  sends  his  price  list  on  baby  carriages  and 
cribs.     He  says  the  idea  is  a  good  one. 

Advertisifig  flonse=FuniisIiings,  Floor  Coverings,  Upholstery 
Goods,  China,  Glassware,  Lamps,  Etc. 

In  advertising  these  goods  use  home  arguments.  Show 
iiow  the  home  is  made  happier  because  neater,  lighter,  better 
furnished  and  more  inviting  by  reason  of  the  household  needs 
bought  at  so  and  so's  establishment.  Do  not  be  afraid  to  quote 
low  prices  in  your  advertising  and  never  forget  to  dilate  upon 
bargain  prices  in  the  introductory  talk. 

The  house-furnisher  is  peculiarly  susceptible  to  bargain 
arguments. 

Many  stores  offer  extremely  alluring  "bargains"  at  the 
expense  of  quality.  In  other  words  they  palm  off  "  seconds  " 
in  place  of  genuine  first  quality  goods  and  it  is  not  until  the 
articles  so  bought  have  gone  through  some  household  usage  that 
the  worth  of  the  "  bargains  (?)  "  becomes  apparent. 

The  dealer  who  offers  "seconds"  should  boldly  say  so  in 
his  advertising.  I  believe  that  the  frank  admission  of  a  defect 
in  an  article  increases  public  confidence  in  a  store.  At  any  rate 
the  woman  buying  "seconds"  after  they  were  advertised  as 
"seconds"  cannot  blame  anybody  but  herself  if  the  articles  do 
not  give  satisfactory^  service,  for  she  went  into  the  transaction 
with  her  eyes  wide  open.  On  the  other  hand  the  retailer  who 
sells  "seconds  "  to  a  customer  under  the  false  impression  (gained 
through  the  advertising)  makes  a  distinct  mistake.  Deceptions 
of  that  sort  are  boomerangs  in  their  effects.  The  advantages 
they  give  are  only  temporary.  Reputable  dealers  know  their 
worth. 

The  House-Furnishing  Department  is  always  an  interesting 
shopping  spot  to  the  matron.  Every  time  she  visits  it  she  can 
see  scores  of  opportunities  to  add  to  household  requirements. 


124  Successful  Advertising 

If  she  has  the  money  to  spare  it  requires  but  a  little  silent  coax- 
ing from  neat  exhibits  of  pans,  shovels,  ice  boxes,  etc.,  and  some 
price  tickets  for  her  to  yield.  She  buys  these  goods  with  pleas- 
ure, for  are  they  not  to  be  part  of  her  daily  existence  in  her 
fluttering  from  kitchen  to  dining  room — in  her  constant  duties 
to  make  her  home  what  it  should  be,  a  home  in  reality  ? 
Following  this  same  line  of  thought  one  can  see  how  the  adver- 
tising of  house-furnishings  exercises  a  peculiar  influence  over 
women  with  home  tendencies. 

The  arguments  that  underlie  the  above  talk  are  the  argu- 
ments to  bring  to  bear  upon  the  advertising  of  Lamps,  China, 
Glassware,  Crockery,  Bric-a-Brac,  Pictures,  Carpets,  Rugs, 
Linoleums,  Oil- cloths,  Upholstery  Goods,  etc.  All  can  be  well 
advertised  in  the  local  papers — all  in  the  regular  "value  giving" 
style  and  each  ad  can  be  made  interesting  and  readable  because 
of  the  "home  influence  "  that  the  advertising  breathes. 

Retailers  in  large  cities,  auctioneers,  itinerant  Syrians  and 
"fly-by-night"  concerns  sell  immense  quantities  of  rugs  by 
auction.  This  is  a  system  of  selling  that  has  developed  to  a  large 
degree  within  the  past  few  years.  Auction  advertising  is  some- 
what different  from  regular  retail  advertising,  as  auction  adver- 
tising requires  in  addition  to  the  uses  of  newspaper  columns  the 
services  of  a  catalogue  or  sheet  showing  in  catalogue  form  a  list 
of  the  various  kinds  of  rugs.  A  large  percentage  of  such  rug 
advertising  has  been  fake  advertising  pure  and  simple.  Many 
and  many  a  "  Circassian"  and  "  Belloochistan  "  rug  never  got 
nearer  the  Orient  than  the  Bowery  in  New  York  City  and  many 
and  many  a  highly  respectable  American  family  is  finding  out 
this  to  be  a  frigid  and  sore  fact.  So  through  bitter  experience  is 
the  demand  for  "  high  qualities  "  becoming  stronger  year  after 
year  and  the  wise  dealer  of  to  day  gives  quality  at  the  same 
moment  he  gives  the  benefit  of  a  low  price. 


How  To  Accomplish  It.  125 


Give  Full  Description  of  Items. 

When  you  say  anything,  you  like  to  say  your  say  complete. 

You  do  not  like  to  be  choked  off  before  you  have  half 
finished  your  tale.    You  would  say  that  was  excessively  annoying. 

When  you  are  listening  to  or  reading  a  magazine  stor>^,  a ' 
novel,  a  poem,  or  even  an  ad,  you  like  to  get  the  whole  detail. 
If  you  are  in  any  degree  interested  in  the  affair — be  it  story, 
poem  or  ad — a  half- told  idea  is  not  as  satisfying  as  the  complete, 
well-rounded  expression  of  the  whole.  Supposing  you  were 
reading  an  ad,  and  you  were  interested  in  men's  underwear 
because  you  were  thinking  of  investing  in  some,  which  of  the 
two  following  items  would  suit  you  the  best  ? 

Genuine  French  Lisle  Men's  Underwear,  regular  Ji.oo 
goods,  only  50c.  a  garment. 

Men's  Underwear  of  Genuine  French  Lisle  :  Shirts  have 
French  neck  :  ribbed  bottoms  and  pearl  buttons — drawers 
have  French  satinetop  and  the  long  Otis  gusset — regular  $1.00 
goods,  now  50c.  a  garment. 

It  is  dollars  to  doughnuts  you  would  say  the  latter.  Why  ? 
For  the  simple  reason  that  it  gives  you  more  complete  informa- 
tion about  the  garments  in  which  you  were  interested.  The 
first  paragraph  only  touches — suggests  ;  it  is  not  satisfactory  by 
any  means. 

Yet  many  advertisers  prefer  to  give  the  first  paragraph,  so 
meagre  of  information,  to  the  second,  which  is  sufficient  in 
detail  because  : — 

(i)  Two  or  three  lines  of  advertising  space  is  saved. 

(2)  It  requires  less  effort  in  preparation. 

The  latter  reason  is  not  worth  discussing,  because  if  no 
eSbrt  is  made  to  win  trade,  very  little  trade  is  won. 

The  other  reason  is  penny-wise,  pound-foolish  policy.  If 
you  skimp  and  manage  to  save  a  five  dollar  bill  in  the  matter 
of  space   in  your  ad,   you  stand  a  very  excellent   chance    of 


126  Successful  Advertising 

losing  several  times  that  amount  in  business  in  your  underwear 
department. 

Items  and  prices  are  potent  factors  in  retail  advertising — 
the  writer  has  preached  tliat  several  times  before  because  he  has 
seen  and  studied  the  practical  operation  of  the  subject  in  many, 
many  instances — and  knows  that  the  items  should  be  complete 
with  all  the  necessary  information. 

Let  me  give  a  few  more  illustrations  of  the  difference 
between  complete  and  incomplete  items. 

The  incomplete  kind  in  Men's  Linen  Suits  : — 

Men's  Linen  Suits  regular  I3.50  grade — only  $2.48. 

The  complete  kind  in  Men's  Linen  Suits  : — 

Men's  Linen  Suits  of  brown  mixed  diagonal  and  striped 
tow — cool  and  comfortable — usually  $3.50  now  J2.48. 

The  incomplete  kind  in  Neckwear  : — 

Men's  fashionable  ties — were  50c.  now  25c. 

The  complete  kind  in  Neckwear  : — 

Men's  fashionable  ties  comprising  pure  silk  tecks  and  four- 
in-hands— latest  knots  and  patterns — some  with  wide  flowing 
ends  ;  were  Soc.  each,  your  choice  25c. 

If  the  reader  cares  to  test  the  idea  here  attempted,  let  him 
take  some  popular  article  and  advertise  it  in  the  incomplete 
item  way.  A  few  days  later  he  can  attempt  the  other  meihod 
and  the  difference  in  results  will  forever  satisfy  him  that  the 
only  way  to  handle  items  is  to  give  full,  complete  and  satis- 
factory details  about  what  he  is  trying  to  sell. 

How   to  Start,  Engineer  and  Drop  a  Sale. 

How  Should  the  Sale  be  Started  ? — Do  not  jump  at  it ! 
Give  some  thought  to  it.  Very  few  sales  are  gotten  up  in  such 
a  hurry  that  a  day  or  two  cannot  be  given  to  the  consideration 
of  such  points  as  special  cuts  to  be  made,  special  spaces  to  be 
contracted  for,  special  notices  to  the  written  up  and  strong, 
business  bringing  advertising  prepared. 


How  To  Accomplish  It.  12T 

The  newspaper  end  of  the  sale  demands  thought  and  so 
do  the  problems  within  the  store.  Window  tickets,  inside  dis- 
play cards  and  price  tags  must  be  prepared.  Special  spaces 
must  be  reserved  in  the  portion  of  the  store  where  the  sale  will 
take  place. 

From  the  receiving  room  down  to  the  delivery  department 
all  must  be  put  in  readiness  for  a  business-like  handling  of  the 
event. 

Let  us  assume  that  the  event  is  a  clearance  sale  of  $7.50, 
$10.00  and  $12.00  suits  for  men  and  youths.  The  clearance  price 
is  fixed  at  ^5.00. 

Such  a  sale  usually  opens  Saturday,  for  Saturday  is  the  best 
day  for  selling  clothing. 

Make  the  preparations  as  above  stated. 

The  idea  is  to  have  the  sale  last  at  least  a  week.  It  may 
last  a  fortnight.  The  prime  point  is  to  run  it  as  long  as  it  is  a 
trade  v/inner. 

Prepare  these  ads.  One  is  for  Friday  evening  (for  Satur- 
day's trade.)  The  second  is  for  Sunday  (for  Monday's  trade) 
and  the  third  for  Monday  (for  Tuesday's  trade.)  The  first  ad 
should  be  the  largest.  That  it  should  be  well-written,  illus- 
trated and  printed  is  understood.  The  second  ad  should  be  in 
the  strain  of  "  The  Sale  Is  Now  On."  The  third  ad  follows 
the  idea  of  the  second  with  the  added  information  to  impart  to 
an  expectant  public  that  "  Success  Has  Marked  the  Course  Of 
This  Sale." 

Now  we  have  the  sale  well  under  way  and  will  consider: 

How  Should  the  Sale  Be  Engineered?    Here   is  where 

the  ingenuity  of  the  advertising  writer  shows  itself.  For  every 
day  in  the  week  something  new  must  be  said  about  the  progress 
of  the  sale.  He  will  receive  his  best  inspiration  by  going 
into  the  clothing  department  and  watch  the  actual  course  of 
the  sale. 

It  is  extremely  essential  that  the  advertising  writer  work 
in  harmony  with  the  manager  of  the  clothing  department  and 
the  clearer  is  the  understanding  among  everybody  concerned  in 
the  sale  the  greater  is  the  chance  for  success. 


128  Successful  Advertising 

Both  heads — the  head  of  the  advertising  department  and 
the  head  of  the  clothing  department — watch  the  progress  of  the 
sale.  If  it  shows  any  signs  of  cessation  the  advertising  man 
pours  fresh,  strong  copy  into  the  columns  of  the  papers  and  the 
clothing  man  pours  fresh,  bargain-great  stocks  on  his  counter. 

A  week  goes  by.  Saturday  evening  brings  the  two  mana- 
gers together  to  compare  notes  and  conclude  if  the  sale  is  to  be 
pushed  another  week 

The  second  week  is  practically  a  repetition  of  the  first.  If 
the  sale  possesses  unusual  elements  of  vitality  it  is  swung  along 
into  a  third  week. 

The  only  excuse  a  sale  can  give  for  its  existence  is  that  it 
pays.  When  it  begins  to  ooze  forth  the  meagre  returns — like  a 
half  dry  pump — then  it  is  time  to  consider  : — 

How  Should  the  Sale  Be  Dropped?     Do   not   drop   it 

with  a  dull  thud  in  the  middle  of  the  week.  Before  dissolution 
there  is  usually  a  last  rally  of  the  vital  forces,  a  last  gasp,  as  it 
were,  and  this  last  effort  in  the  clothing  sale  can  be  turned  into 
a  very  respectable  end-of-the-week  finish. 

Then  drop  the  sale. 

As  long  as  it  was  a  business  bringer  it  was  operated — the 
moment  it  lost  its  drawing  powers  that  moment  was  it  dropped  ! 

Have  a  Reason  for  That  Sale. 

Much  printer's  ink,  as  well  as  time,  thought,  work  and 
money,  is  thrown  away  in  a  certain  kind  of  advertising. 

This  is  the  order  of  advertising  that  is  a  simple  tale  of 
items  and  prices, — a  dreary  waste  of  recitals  wnthout  any  logical 
reason  attempting  to  show  the  cause  for  such  values. 

There  is  a  reason  for  everything.  Never  yet  was  a  price 
cut  or  a  new  lot  of  goods  bought  without  a  cause.  Cause  dom- 
inates effort.  Therefore  if  you  are  advertising  thirty-six  inch 
unbleached  muslin  worth  seven  cents  at  five  cents  per  yard,  tell 
somewhere  in  the  general  heading  or  body  of  the  ad  your  reasons 
for  making  such  offerings.  Tell  the  public  that  you  secured  a 
snap  from  some  overstocked  muslin  manufacturer  or  importer, 
or  that  you  wished  to  move  your  cotton  dress  goods  department 


How  To  Accomplish  It.  129 

to  your  basement,  or  that  carpenters  are  tearing  the  heart  out 
of  your  store,  or  that  the  end  of  the  active  season  is  approach- 
ing and  that  you  do  not  care  to  carry  these  goods  over. 
Always  have  a  reason,  and  come  out  with  that  reason  boldly 
and  honestly. 

Shoe  Advertising. 

The  spring  and  summer  styles  of  footwear  are  now  in  every 
shoe  store  from  ocean  to  ocean,  and  thousands  of  retailers  are 
giving  huge  chunks  of  thought  as  to  how  the  shoe  advertising 
can  best  be  done. 

Of  course,  there  are  varieties  of  ways,  as  there  are  in  all 
lines  of  business.  Some  shoe  dealers  come  out  once  a  week 
with  a  double  half  column  splurge  on  shoes,  with  a  dozen  or 
twenty  items.  Some  think  the  daily  presentation  of  a  leader, 
illustrated  with  an  exact  cut  of  the  shoe  and  with  a  full  descrip- 
tion of  its  merits  and  price,  is  about  the  proper  caper.  Some 
advertise  tri-weekly,  some  bi-weekly,  some  weekly  after  this 
idea,  and  then  come  out  strong  four  or  five  times  a  year  with  a 
good-sized  ad  covering  several  lines. 

In  my  experience  I  have  found  that  the  idea  of  advertising 
a  single  drive  in  shoes  is  an  excellent  one.  The  average  shoe 
store  cannot  afford  to  advertise  heavily  as  do  bigger  stores  in 
other  lines  ;  but  there  is  no  reason  why  its  advertising  cannot 
be  continual  and  profitable.  A  daily  space  in  the  local  paper 
of  about  four  inches  is  not  an  extravagant  outlay  for  some  shoe 
concerns  where  shoe  competition  is  pretty  keen  and  the  town's 
population  fairly  good-sized.  The  ad  should  be  changed  con- 
stantly— each  successive  story  should  tell  of  a  new  shoe  bargain 
in  an  interesting  manner,  or  of  an  old  shoe  value  dished  up  in  a 
new  form. 

In  Sunday's  ad  take,  say,  men's  patent  leather  shoes  of  the 
hand-sewed  variety.  Get  a  cut,  write  a  catch-line  or  two,  then 
sail  in  on  your  description  of  this  particular  shoe.  Display  the 
name  of  the  shoe  and  its  price — let  the  rest  of  the  body  be  in 
Pica  or  Nonpareil  lower  case.  Have  a  paragraph  at  the  bottom, 
about  an  inch  deep,  set  in  Agate,  speaking  in  general  about  the 
completeness  of  your  stock,  the  universal  lowness  in  price,  etc. 


130  Successful  Advertising 

On  Monday  come  out  with  another  story  on  another  shoe.  Let 
us  suppose  it  is  a  woman's  Dongola  patent  leather  tipped  button 
shoe.  Let  the  same  idea  on  set-up  and  general  arrangement 
prevail  here  as  in  yesterday's  ad.  Tuesday  you  can  speak  of 
men's  bicycle  shoes,  and  so  on  all  through  the  week,  giving  your 
readers  fresh  ads  on  fresh  subjects  daily.  If  you  cannot  catch  a 
buyer  on  Monday's  ad,  }ou  may  with  Thursday's  attempt.  At 
any  rate  by  a  succession  of  ads  on  every  shoe  subject,  you  are 
likely  in  the  course  of  the  week  to  cover  almost  every  shoe 
desire,  and  this  sort  of  advertising,  if  intelligently  and  persist- 
ently followed,  with  occasional  splurges  at  "clearance  sale" 
times,  will  bring  you  in  lots  of  trade. 

If  you  think  you  cannot  afford  to  come  out  daily,  then  come 
out  bi-weekly  or  tri-weekly — only  when  you  do  advertise,  do  so 
in  a  clear-cut  and  definite  manner  as  outlined  above. 

I  am  moved  to  make  these  remarks  by  an  examination  this 
afternoon  of  a  dozen  small  town  papers  from  a  dozen  points  in 
the  Union.  There  wasn't  a  good  shoe  ad  in  the  whole  dozen 
papers.  Strange,  but  true.  I  remarked  so  to  an  Illinois  mer- 
chant who  happened  to  be  in  my  oifice. 

"Oh,  well,"  he  said,  "these  shoe  dealers  don't  seem  to 
care.  They've  advertising  contracts  with  their  local  papers 
which  they  must  live  up  to  some  way  or  other,  and  if  the  spaces 
are  filled  with  any  sort  of  advertising — as  long  as  it's  advertising 
— that's  all  that's  necessary  in  their  estimation." 

He  further  thought  that  much  of  this  advertising  was  sup- 
posed to  be  done  by  the  bookkeepers  or  clerks,  who  were  kept 
busy  enough  with  other  duties,  and  who  naturally  did  not  give 
the  advertising  the  attention  it  deserved. 

There  are  sinners  in  this  respect  in  every  branch  of  the  busi- 
ness, and  if  they  fall  at  the  trade  wayside,  one  of  the  great  rea- 
sons— if  not  the  greatest — will  be  the  very  poor  advertising  they 
put  forth. 

I  noted  one  space  in  particular,  it  occupied  six  inches 
altogether,  and  imparted  the  startling  information  that  Dash, 
Dash  &  Co.'s  stock  of  shoes  was  the  best  in  the  town,  and  their 
prices  were  way  down.  Rather  a  vague  and  hazy  way  of  shoe 
advertising — to  put  it  mildly.     To  put  it  more  justly,  it  was  an 


How  To  Accomplish  It.  131 

idiotic  waste  of  good  space.  It  sprawled  all  over  six  valuable 
inches  and  said  nothing. 

As  advertising  manager  for  various  concerns,  I  found  the 
plan  of  advertising  a  single  shoe  value  at  a  time  very  good. 
Charles  A.  Estes,  of  Denver,  was  a  very  intelligent  advertiser. 
In  writing  his  shoe  ads  I  followed  the  single  idea  every  day 

Then  on  the  other  hand,  such  successful  shoe  concerns  as 
the  Massachusetts  Shoe  Co.,  of  Boston,  come  out  with  a  broad- 
side of  twenty  or  thirty  items  very  frequently.  It  pays  them, 
because  they  have  been  doing  it  for  years.  And  it  does  not  neces- 
sarily follow  that  a  daily  sale  ad  on  a  special  shoe  value  would 
not  pay  them  also.  Alfred  J.  Cammeyer,  of  New  York,  is  cer- 
tainly a  good  shoe  advertiser,  and  his  advertising  can  well  be 
studied  by  shoe  concerns  everywhere. 

Mr.  Shoe  Dealer,  here's  a  paragraph  that  I  suggest  you 
paste  in  your  hat  : 

As  long  as  you  have  an  advertising  contract  with  a  paper 
see  that  your  advertising  space  is  filled  with  the  best  sort  of 
advertising. 

It's  a  plain,  simple  sentence,  but  it  means  much  to  your 
bank  account.  It  is  not  the  amount  of  space  you  use  that  counts 
— it  is  rather  what  you  say,  and  how  you  say  it.  And  if  you  do 
not  feel  that  you  can  do  your  advertising  justice,  get  somebody 
who  can. 

Window  Displays. 

Simplicity  —  concentration  —  force!  Such  are  the  show 
window  qualities  that  attract. 

Complexity — over-display — frippery  !  Such  are  the  show 
window  qualities  that  distract. 

And  the  difference  between  attraction  and  distraction  is  the 
difference  between  gain  and  loss  of  trade. 

Some  natures — essentially  vulgar — love  over-display  and 
pointless  adornment.  But  intelligent,  well-ordered  minds  love 
the  strikingly  simple — the  display  or  arrangement  that  gives  ex- 
pression to  an  idea  without  loss  of  force. 

The  show  window  is  a  great  factor  in  swinging  retail 
trade.     Its  importance  is  not  appreciated  to  the  degree  it  should. 


182  Successful  Advertising 

Yet  retailers  are  giving  more  and  more  thought  to  the  question 
of  intelligent  window  dressing. 

In  the  writer's  estimation  the  keynote  of  intelligent  window 
dressing  is  simplicit)'.  A  window  full  of  ladies'  and  children's 
garments,  arranged  with  the  intention  of  displaying  the  greatest 
assortment  possible,  is  not  as  trade-compelling  as  a  few  gar- 
ments mounted  on  figures  gracefully  poised  before  a  large  mir- 
ror. A  windowful  of  all  sorts  of  house-furnishings  does  not  for 
a  moment  begin  to  compare  with  the  window  given  solely  to  a 
kitchen  scene  or  wash  tubs  or  tinware  or  something  that  accent- 
uates the  use  of  a  certain  line  of  merchandise. 

Speaking  about  the  advance  in  the  art  of  window  dressing, 
many  merchant  readers  will  remember  how  (in  their  visits  to 
New  York)  they  used  to  walk  up  Broadway  and  note  the 
helter-skelter  arrangement  of  the  windows.  In  a  clothing  win- 
dow would  be  a  few  overcoats,  a  few  odd  coats,  a  few  suits,  a 
few  twenty-five  cent  ties,  a  few  suspenders  and  a  few  other 
things  making  a  weird  contrast  and  effect,  a  combination  pos- 
sessing neither  weakness  nor  strength.  Yet  the  window  dresser 
would  show  the  same  system  (or  lack  of  system  as  you  like  it), 
day  after  day  until  the  passer-by  who  gave  even  little  thought  to 
the  subject  wondered  why  people  showed  such  poor  taste  in 
window  dressing. 

But  to-day  it  is  another  story.  To-day  look  in  these  same 
windows  !  When  you  look  you  see  something  !  You  see  back 
of  a  window  exhibit  the  idea  standing  out  in  bold  relief.  A 
window  may  be  given  to  an  effective  shoe  display,  and  mind 
you,  there  will  be  nothing  else  in  that  window  but  shoes,  (This 
shoe  display  is  to  help  that  shoe  ad  in  the  papers  yesterday.) 

Another  window  will  be  given  exclusively  to  a  handsome 
line  of  overcoats  (to  emphasize  the  overcoat  ad  of  two  days  pre- 
vious). Mirrors,  figures  and  black  velvet  effects  are  skillfully 
used  in  displaying  the  merchandise  and  the  result  is. 

A  clean  cut^  co7tcrete  expression  of  an  idea. 

Motion  in  some  form  or  other  is  given  much  study  by  lead- 
ing window  dressers.  During  the  holiday  seasons  especially, 
animated  window  displays  are  found  in  the  windows  of  nearly 
every    important    city    establishment.     The    eye    is    instantly 


How  To  Accomplish  It.  133 

attracted  by  activity  and  it  takes  but  a  few  minutes  for  a  crowd 
to  gather  about  the  window  with  marionettes  or  the  high  kicker 
or  the  goggle  eyed  dummy  with  the  cigar. 

Inside  Store  Displays. 

There  is  room  in  plenty  for  taste,  cleverness  and  artistic 
(likewise  business)  ability  when  engaged  upon  an  inside  store 
display. 

A  display  to  attract  attention  must  possess  sufficient  origin- 
ality to  at  once  arrest  the  eye  with  a  unique  color  arrangement 
or  a  scheme  so  harmonious  and  beautiful  so  to  be  truly  artistic. 

It  pays  to  give  proper  attention  to  interior  displays. 

They  lighten  up  the  store  ;  they  soften  and  subdue  the 
hard  business  effect ;  to  the  most  prosaic  merchandise  they  add 
a  charm  which  alone  possesses  a  pecuniary  value. 

The  most  cultured  admire  a  fine  interior  exhibit.  The 
most  ignorant  are  influenced  by  it.  The  great  mass  of  shoppers 
are  swayed  by  it.  Dollars  and  cents  are  hypnotized  by  it,  and 
the  merchant  who  is  wise  always  remembers  this. 

In  every  store  there  is  a  young  man  or  woman  with  the 
taste  and  intelligence  to  properly  attend  to  all  displays.  This 
person  should  be  encouraged. 

The  fundamentals  that  underlie  advertising  and  window 
exhibits  underlie  all  counter,  shelf  and  aisle  displays.  The 
first  point  is  to  catch  the  eye ;  the  second,  to  retain  it  long 
enough  to  deepen  the  first  impression. 

A  dress  goods  exhibit  is  comparatively  easy,  as  there  are  so 
many  color  combinations  that  can  be  set  in  contrast. 

And  wash  goods  !  What  lovelier  shelf  or  counter  display 
can  be  made  than  from  fresh,  fashionable  challies,  dimities  and 
other  wash  fabrics  ? 

A  silk  .showing  can  be  made  rich,  luxiirious  and  striking 
by  the  sheen  of  even  one  color.  The  silken  lustre  reflects 
another  lustre  in  the  eye  of  every  feminine  looker-on. 

A  suit  and  cloak  department  would  not  be  worthy  the  name 
were  not  nice  attention  paid  to  the  grouping  of  stylish  gar- 
ments on  forms,  racks,  tables  and  orlass  cases. 


134  Successful  Advertising 

As  for  milliner}',  the  up-to-now  department  in  this  line  is 
simply  bewildering  to  a  man,  though  ""a  thing  of  joy  "  to  his 
wife,  sister  or  near  female  relative. 

Men's  and  boys'  clothing  and  furnishings  have  a  thousand 
different  ways  of  viewing  their  worth  and  beauty,  and  the  clever 
clerk  with  a  few  artistic  ideas  in  his  head  need  not  be  told  this. 

And  so  on  through  the  whole  alphabet  of  merchandise. 
Just  a  little  thought — just  a  few  ideas — ^just  a  little  work — just  a 
little  lee-way  from  the  employer,  and  something  new  and  effect- 
ive meets  the  visitor's  eye  every  day. 

The  employees  do  not  see  these  effects  as  quickly  as  do  the 
customers.  For  outside  eyes,  fresh  with  outside  impressions,  see 
these  inside  ideas  oftentimes  quicker  than  inside  eyes  accustomed 
day  in  and  day  out  to  inside  impressions. 

Familiarity  not  only  breeds  contempt,  but  begets  forget- 
fulness. 

He  who  is  wise  gets  up  an  inside  display  to  accentuate  the 
window  display,  which  in  turn  emphasizes  the  display  in  the 
newspapers.     The  three  displays  make  a  winning  trio  ! 

Keeping  Ahead  of  Competition. 

Competition  is  a  mighty  good  thing  for  the  public  at  large, 
as  they  always  participate  in  the  benefits  resulting  from  a  price 
war,  between  competing  dealers  in  the  same  line  of  goods. 

But  no  large  amount  of  satisfaction  lodges  in  the  bosoms  of 
the  dealers  themselves,  as  they  see  their  profits  dwindle  down 
to  a  small  point,  through  the  cutting-down  profit  influences 
which  competition  brings  in  its  train. 

Most  dealers  look  upon  competition  as  a  terrible  thing.  So 
it  frequently  is — to  profits — to  good  trade — and  what  this 
chapter  now  wishes  to  consider  and  suggest,  is  some  method 
whereby  this  monster — competition — can  be  met  on  his  own 
grounds  and  vanquished  with  case. 

The  secret  is  this  : — 

Get  ahead  of  competition  and  stay  ahead.  Get  so  far  ahead 
of  your  neighbor  in  point  of  store  methods,  stocks,  displays, 
advertising  methods,  etc.,  that  you  may  look  upon  that,  once 


How  To  Accomplish  It.  135 

dreaded  foe,  competition,  with  a  sardonic  smile  and  a  feeling  of 
contempt  and  triumph. 

If  you  carry  a  line  of  dress  goods,  carry  such  an  assortment 
of  novelties  that  you  will  be  soon  recognized  as  the  only  mer- 
chant in  town,  in  the  dress  goods  line.  No  matter  how  much 
your  competitors  may  cut  and  slash  their  dress  goods  prices,  you 
can  smile  and  bear  it  amicably,  for  the  reason  that  the  superiority 
and  up-to-dateness  of  your  stocks,  place  you  far  beyond  the  reach 
of  their  cut  price  attacks. 

Supposing  you  are  a  dealer  in  jackets,  capes  and  ladies' 
garments,  and  that  there  are  two  other  dealers  in  the  same 
town,  in  the  same  lines?  Do  you  fear  competition ?  Under  or- 
dinary circumstances  you  would,  but  by  carrying  a  stock  superior 
to  theirs  in  quality,  variety,  and  in  point  of  novelties  with  excel- 
lent store  service,  you  have  so  established  yourself  in  the  hearts 
of  the  ladies  of  your  town,  that  you  have  become  the  Altman  of 
your  place,  and  fear  no  competition  because  there  is  practically 
no  competition  to  fear. 

You  have  lifted  yourself  out  of  the  ordinary  class.  When  a 
woman  wants  the  latest  and  best  in  the  garment  line,  she  thinks 
only  of  your  store.  She  does  not  consider  for  a  moment  the  com- 
petitive howls  of  "cheap-cheap,"  because  experience  has  taught 
her  that  on  only  the  ordinary  and  often  the  undesirable  goods, 
for  which  she  has  no  use,  do  these  prices  exist. 

When  once  you  get  a  reputation  in  a  city  or  town  as  being 
ahead  of  all  other  stores  in  the  matter  of  varieties,  new  things 
and  good  things,  you  need  fear  that  bugaboo,  competition,  but 
very  little.  You  can  mark  your  goods  at  fair  prices  and  easily 
get  the  same,  for  the  simple  reason  that  the  goods  you  carry  can- 
not be  procured  elsewhere.  You  have  taken  the  wind  out  of 
competition's  sails.  People  look  upon  you  as  the  headquarters 
for  the  latest  and  best,  and  when  they  want  these  goods  they  will 
get  them  without  small  quibbling  over  small  savings. 

So  get  ahead  of  all  your  would-be  rivals  by  keeping  a  step  or 
two  ahead  of  them  in  the  march  of  good  storekeeping,  and  thus 
keep  a  step  or  two  ahead  of  that  once  monster  of  hideous  mien : 
Competition. 


136 


Successful  Advertisings 


Hardware  Advertising. 

These  cool  days  and  chilly  nights  impress  upon  the  house- 
wife's mind  the  virtues  of  good  stoves,  ranges,  furnaces  and 
radiators,  as  well  as  the  right  sort  of  ironware,  agateware,  tin- 
ware and  other  wares  that  wear  in  such  a  manner  as  to  be  a 
lasting  advertisement  for  the  hardware  merchant  who  supplied 
them. 

In  advertising  hardware  the  same  general  rules  that  apply 
to  other  forms  of  advertising,  of  course,  prevail.  In  brief 
they  are  : 

1.  To  say  something  definite  about  the  good  qualities  or 
price-cheapness  of  the  article  advertised. 

2.  To  be  timely — for  each  advertisement  to  be  nicely 
adjusted  to  weather  conditions. 

3.  For  the  advertising  to  be  sincere,  honest  and  succinct — 
liberal  enough  in  space  without  being  extravagant,  and  brief 
enough  without  being  stingy. 

All  of  which,  although  self-evident,  are  important  enough 
to  be  here  repeated. 

From  a  certain  daily,  not  so 
many  thousands  of  miles  away  from 
this  city,  I  have  clipped  two  adver- 
tisements on  stoves  and  heaters.  One 
shows  the  right  way  to  advertise — 
the  other  the  right  way  notto  adver- 
tise. The  advertiser  who  pays  his 
good  money  can  take  his  choice. 

This  advertisement  tells  what 
the  radiators  will  do  and  cost. 
With  a  cut  it  took  up  a  space  of  forty 
agate  lines  (double  column  wide). 
Variety  and  additional  information 
could  be  given  in  the  succeeding 
advertisements  bv  telling  whether  or 


ARE  YOU  READY  FOR 
WINTER? 

How    about     Radiators  ? 
There  are  many  in  the  mar- 
ket, but  none  better  than 

THE RADIATORS. 

Adjustable  to  steam  and 
hot  water,  they  will  diffuse  a 
grateful,  healthful  and  com- 
fortable heat  in  any  building 
— in  any  weather. 

They  are  ornamental — they 
are  serviceable— they  are 
economical— they  come  in  all 
sizes  and  styles,  and  with 
perfect  joints— iron  to  iron — 
they  will  never  leak. 

Range  ^""^"^  ^  ^  *^- 


How  To  Accomplish  It. 


137 


THE   CENTRE   OP  AT- 
TRACTION 

Is  our  grand  assortment  of 
Stoves, 
Ranges, 
Furnaces, 
Radiators, 
Shovels, 
Rakes, 

Hoes,  etc. 

P.  S.— A  new  arrival  of 
Scythes,  which  will  be  sold 
cheap     during     the     haying 


not  they  would  be  put  up  free  of  charge — how  much  room  should 
be  given  them  in  certain  size  rooms — their  different  styles  of 
finish,  and  testimonials  from  hotels,  public  buildings  and  prom- 
inent private  dwellings.  (Testimonials  are  always  good,  whether 
for  articles  of  household  use  or  personal  requirement.) 

Here  is  the  other  style  ad  which 
— strange  to  say — is  still  the  style 
used  by  many  merchants  not  only 
in  bucolic  sections,  but  in  many 
good-sized  towns. 

Although  October  is  turning 
forests  into  bright  visions  of  kaleid- 
oscopic colors — although  the  haying 
season  is  well  of  the  past — there  is 
an  advertisement  (?)  that  covers  a 
great  variety  of  articles  and  says 
nothing  about  anything.  The  upper 
portion  reminds  one  of  mid-winter 
needs — the   rake    and   hoe    part   of 

planting  and  harvesting  seasons,  and  the  scythe  section  of  July 
and  August.  It  stands  for  twelve  months  in  the  year — it  aims  to  be 
good  every  month  in  the  twelve,  but 
is  not  useful  even  a  minute.  It  takes 
up  the  same  space  as  the  sample  pre- 
ceding it.  Through  the  lines  you 
can  almost  see  the  weary  local  editor 
persuading  the  local  mercantile  mag- 
nate to  advertise,  which  the  latter 
does  after  repeated  promises  and 
much  wrestling  with  a  lead  pencil 
and  a  piece  of  brown  paper. 

While  touching  upon  store  ad- 
vertising, I  avail  myself  of  the  op- 
portunity of  presenting  the  subjoined 
clever  advertisement  which  serves 
to  give  a  very  pointed  illustration  as 
to  what  may  be  accomplished  by 
reasonable  application. 


OUR  STOVE  HOSPITAL 

Serves  the  same  purpose  for 
stoves  as  an  ordinary  hospital 
serves  for  human  beings.  It  is 
in  charge  of  an  experienced 
stove  surgeon,  who  vrith  a 
staff  of  trained  assistants 
devotes  his  whole  time  to 
stove  repairing.  It  cost3  less 
to  have  repairs  done  properly 
by  experienced  men,  than  the 
tinkering  up  by  amr^teurs,  be- 
cause the  former  will  do  bet- 
ter work  in  half  the  time 
taken  by  the  latter.  Shall  we 
send  one  of  our  stove  sur- 
geons to  see  about  your 
stove?  He  will  give  esti- 
mates and  full  information 
for  your  asking. 


138  Successful  Advertising 


Jewelry  and  Optical  Advertising. 

Jewelry  is  a  luxury — not  a  necessity. 

The  advertiser  should  never  lose  sight  of  this  fact. 

It  takes  more  brains— more  skillful  salesmanship — more 
clever  and  ingenious  advertising  to  sell  luxuries  than  necessities. 

Honesty,  straightforwardness,  simple  common  sense — such 
qualities  never  lose  their  advertising  vitality  and  should  be 
remembered  with  every  ad  penned  to  push  a  jewelry  business. 

Poor  salesmanship  and  poor  or  no  advertising  will  not  prevent 
the  sale  of  necessities.    For  the  people  must  and  will  have  them. 

Not  so  with  luxuries — with  diamonds,  watches,  rings,  pins 
and  jewelry  generally. 

The  advertising  of  such  should  typify  in  the  highest  degree 
skilled  advertising— yes,  artistic  advertising. 

When  one  undertakes  to  prepare  a  booklet,  brochure  or 
circular  advertising  jewelry,  he  can  count  upon  obtaining  effects 
in  the  illustrating  and  presswork  worthy  of  the  scintillating 
specials  mentioned. 

Not  so  with  newspaper  ads.  Newspapers  are  ground  by  the 
thousands  throuj^h  presses  at  a  high  rate  of  speed.  The  pressure 
of  their  printing  precludes  artistic  effects.  Probably  this  is  why 
so  few  jewelers  advertise  in  newspapers — the  most  practical 
advertising. 

But  if  newspapers  cannot  show  superb  half-tones,  most  of 
them  can  set  up  ads  that,  as  far  as  type  and  borders  are  concerned, 
should  satisfy  advertisers.  "Line  cuts,"  skillfully  drawn  and 
cut  deep,  are  used  to-day  in  newspaper  advertising  by  thousands 
of  jewelry  advertisers. 

Taste  should  be  given  the  greatest  latitude  consistent  with 
straightforward  selling  qualities.  The  advertising  of  all  articles 
of  luxury  should  appeal  to  the  refined  desires  that  are  subdued, 
if  not  entirely  eliminated,  when  buying  everyday  needs.  The 
writer's  pen,  the  artist's  brush  and  the  printer's  type  should, 
therefore,  aim  to  produce  advertising  that  fitly  reflects  the  beauty, 
richness  and  exclusiveness  of  the  articles  advertised. 


How  To  Accomplish  It. 


139 


These  two  ads  probably  give  a  better  expression  to  the  pre- 
ceding ideas  on  jewelry  advertising  : 


RELIABLE 
WATCHES. 

The  finest  gold  chronometers 
— the  inexpensive  silver  and 
nickel  case  watches,  all  sorts, 
all  prices — are  represented  in 
our  splendid  watch  assort- 
ments. 

Ladies  will  be  interested  in 
our  attractive  arrangement 
of  Chatelaine  watches,  com- 
prising a  showing  pleasing 
alike  to  the  eye,  taste  and 
purse. 

How  does  this  item  please 
your  purse  ?  : 

Ladies'  Silver  Chatelaine  Watch,  fancy 
enameled  dial,  assorted  colors,  and  ena- 
meled chatelaine  to  match,  worth  $9.00, 
but  here  at  86  50. 

Whatever  is  worth  having  in  a  jewelry 
store  is  in  this  store.  Its  appointments 
are  in  harmony  with  the  exquisite 
and  meritorious  merchandise  we  car- 
ry. Our  expert  knowledge  is  always 
at  your  disposal. 

T.  T.  THOMPSON  &  SON. 


EXCLUSIVE  JEWELRY. 

EoKilusive — exquisite  —  trust- 
worthy— what  an  array  of  ad- 
jectives springs  to  the  point  of 
the  pen  when  it  writes  about 
our  stock  ! 

Holiday  and  birthday  pres- 
ents—  wedding  gifts  —  articles 
of  personal  wear  or  household 
adornment — all  are  here  in  a 
profusion  of  varieties. 

The  market  is  difficult  but 
toe  know  it  as  does  iio  other 
jeweler  in  town.  Years  of  ex- 
perience and  ample  capital 
oring  the  cream  of  the  market 
to  us— then  to  you  ! 

Small  profits  satisfy  us — in 
proof  of  which  we  say  : 
Ladies'  silver  Chatelaine  Watch, 
fancy  enameled  dial,  assorted 
colors,  and  enameled  chatelaine 
to  match,  worth  89.00,  but  here 
at  86.50. 

Our  diamonds  are  of  the  first 
water— flawless.  Soine  dia- 
monds are  imperfectly  cut— 
"  off  color  " — poor  in  shape  or 
tarnished,  with  flaxes,  but 
such  stones  never  find  their 
way  in  the  establishment  of 

W.  W.  WALSHINGHAM. 


Writing  jewelry  advertising  is  a  most  difficult  task  to  the 
beginner.  To  many  at  no  time  is  it  an  easy  task.  But  to  those 
who  "get  the  swing  of  it"  it  is  delightfully  congenial  work. 
The  mind  is  occupied  with  the  contemplation  of  the  beautiful. 
The  richest  and  rarest  of  this  world's  riches  are  subjects  of  the 
writer's  consideration.  If  he  has  imagination  it  is  exercised — 
often  inflamed — by  the  great  influence  possessed  by  this  material 
wealth — the  part  it  has  played  in  history — the  part  it  will  play 
in  history — the  endless  and  far-reaching  effects  it  has  had  and 
will  have  upon  human  passions.  Jewelr>'  is  an  emblem  of 
wealth  that  the  world  promptly  recognizes.  The  possessor  of 
jewelry  shows  conclusive,  concrete  evidence  that  he  or  she  is  a 
somebody — so  far  as  distance  from  poverty  and  all  its  disadvan- 
tages are  concerned. 


140  Successful  Advertising 

As  wealth  attracts  wealth,  so  does  the  wearer  of  diamonds 
attract  riches.  Hence  it  is  recognized  as  good  business  policy 
for  a  person  to  buy  diamonds.  Look  prosperous  and  you  stand 
an  excellent  chance  of  being  prosperous.  Should  reverses  come 
and  you  are  obliged  to  hypothecate  the  diamonds  for  more 
necessary  greenbacks,  you  will  find  that  you  can  raise  a  loan  of 
larger  proportions  and  with  greater  alacrity  from  the  gentleman 
who  flourishes  under  the  three-ball  sign  with  jewelry  as  security 
than  with  any  other  form  of  collateral.  In  other  words,  jewelry 
stands  for  money  at  any  and  all  times. 

The  preceding  paragraph  contains  points  of  importance  to 
the  writer  of  jewelry  advertising. 

If  the  writer  wishes  historical  data  upon  jewelry  all  he  has 
to  do  is  to  look  into  almost  any  history.  Macaulay's  history  is 
suggested  not  only  because  it  mentions  jewelry  and  its  influences 
in  several  instances,  but  also  because  the  luxuriant  imagery  of 
its  captivating  style  is  full  of  inspiration  to  the  writer  upon 
jewelry.  Edgar  Allen  Poe's  remarkable  story,  "  The  Gold  Bug," 
is  recommended  to  the  writer  of  jewelry  advertising  by  reason  of 
its  splendid  descriptions.  Moore's  "  Lalla  Roohk"  is  a  poem 
that  should  arouse  the  dullest  imagination  to  a  degree  where  it 
could  express  something  worthy  of  jewelry. 

Type  selections  should  be  dignified — yes,  elegant. 

Borders  should  be  neat  and  attractive. 

Printing,  paper,  presswork  and  cuts  should  be  the  best 
procurable. 

Newspaper  advertising  should  be  given  careful  consideration 
by  all  retail  jewelers.  In  fact  many  wholesale  jewelers  can, 
with  great  profit,  give  thought  to  magazine  and  booklet  advertis- 
ing as  the  power  of  advertising  in  creating  a  sale  through  every 
channel  is  rapidly  becoming  appreciated  by  wholesalers  and 
manufacturers.  See  how  clothing,  shoes  and  foods  are  advertised 
to-day — not  only  by  retailers,  but  also  by  manufacturers  and 
wholesalers  who  recognize  the  fiict  that  when  a  demand  is  created 
the  retailers  must  supply  the  goods. 

The  retail  jeweler  who  has  never  tried  local  advertising 
hardly  knows  how  to  begin.  Let  him  do  as  the  most  experienced 
advertisers  are  doing,  viz. :  Go  in  regularly  with  a  three  or  four- 


How  To  Accomplish  It. 


141 


inch  ad.  The  advertising  appropriation  should  amount  to  about 
three  per  cent,  of  his  business.  At  first  it  may  seem  money- 
thrown  away,  but  presently  the  increased  business  done  will 
prove  the  soundness  of  advertising  as  an  investment. 

A  few  more  ideas  for  the  writer  of  jewelry  advertising : 
Write  about  the  splendor  of  the  jewelry. 

u         u    ^^i^gg         a        u 

u  u       u  varieties  "      "         " 

Then  tell  the  story  as  to  why 
Such  low  prices    .     .     .     can  be  quoted. 
"     high-grade  goods  .       "     "  offered. 
"     liberal  varieties     .       *'     "  shown. 

Optical    advertising    should    dwell    upon    the    danger   of 
neglecting  the  eyes — the  folly  of  not  having  them  occasionally 
examined  by  a  qualified  optician — the  strain  to  which  they  are 
frequently  subjected,  by  an  excess  of 
sunlight,    gas  light,    electric  light, 
reading  in  bed,  etc. — the  headaches 
that  result  from  a  strain  on  the  eyes 
— the  evils  of  astigmatism — in  short 
all  the  ills  the  eye  is  subject  to  and  the 
argument  to  end  up  the  skill  of  the 
optician  and  the  worth  of  his  glasses. 

Another  good  point  by  a  legiti- 
mate optician  is  this  : 

Thousands  upon  thousands  of 
pairs  of  eyeglasses  are  annually  sold 
in  this  country  by  pedlars  and  small 
dealers  who  know  as  much  about  the 
delicate  details  of  the  eye  as  does  a 
Red  Indian  about  a  Fifth  Avenue 
function.  But  the  small  price  and 
superficial  chatterings  of  the  seller 
overcome  the  buyer. 

The  annexed  ad  gives  a  hint 
on  optical  advertising  that  may  be 
of  some  service. 


YOUE  EVES 
ARE  VALUABLE ! 

Protect  them.  They 
are  "the  windows  of 
the  soul"  and  should 
always  be  bright  and 
healthy.  If  there  is 
anything  wrong  with 
them  take  them  to 
us.  We  are  opticians 
in  the  true  sense  of 
the  word — eminently 
qualified  to  attend  to 
your  eyes'  best  in- 
terests. 

Our  Perfect  Fitting  Nose  Guards 
are    the    best    and    most    com- 
fortable  ever   made.     All  who 
wear     them     advertise     them. 
Price  $0.00. 
Quick  rejiairing  done  in  our  own 
factory    on    the    premises.      Eyes 
examined  free  of  charge. 
Fejid  Flint  &  Co. 


142  Successful  Advertising 


Advertising  Books. 

Once  upon  a  time  the  advertising  man  of  a  moderate-sized 
retail  store  thus  gave  the  three  essentials  that  the  man  who 
■would  advertise  books  should  possess  : 

"  I.  A  knowledge  of  books.  He  must  understand  the 
variations  of  the  public's  fancy.  He  must  know  at  least  one 
thing  about  every  book  that  appears  in  his  ad.  He  should  con- 
trive to  find  what  is  new  in  advance  of  when  it  reaches  the 
public  eye  through  the  medium  of  literary  journals,  thus  mak- 
ing his  ads  up  to  date.  He  ought  to  be  a  reader  and  a  man  of 
some  literary  ability. 

'*2.  A  general  understanding  of  the  rudiments  of  proper 
advertising.  He  should  know  the  different  styles  of  type,  and 
possess  the  artist's  eye  for  their  proper  arrangement  He  should 
know  how  much  space  an  ad  ought  to  take  and,  when  he  has 
limited  space  at  his  disposal,  just  how  much  matter  will  prop- 
erly fill  it. 

"  3.  An  original  way  of  expressing  himself." 

Clever  and  apt  references  to  books  do  more  to  sell  them 
than  anything  else. 

All  who  are  posted  on  books  and  advertising  will  agree 
that  the  three  paragraphs  above  are  meaty  and  true. 

When  a  book  is  issued  there  usually  are  four  persons  inter- 
ested in  its  sale.     They  are  : 

The  author. 

The  publisher. 

The  bookseller  (who  confines  himself  strictly  to  books). 

The  retailer  (who  has  a  book  department  with  other 
departments). 

The  author  can  assist  the  publisher  in  the  sale  of  the  book 
by  preparing  a  lot  of  ads  and  reading  notices — assuming  that 
the  publisher  is  going  to  advertise  the  book  and  that  either  he 
or  the  book  possesses  enough  influence  to  secure  reading  notices. 

The  publisher  can  advertise  the  book  by  inserting  a  rea- 
sonable amount  of  display  advertising  in  suitable  mediums.      If 


How  To  Accomplish  It.  143 

the  book  is  a  popular  book,  have  this  advertising  placed  in 
popular  mediums — if  the  book  is  educational,  have  the  adver- 
tisino-  placed  in  educational  mediums — if  the  book  is  technical, 
have  the  advertising  placed  in  technical  publications,  and  so 
on.  The  point  is  to  plant  the  advertising  where  it  will  do  the 
most  good.  The  number  of  reading  notices  depend  to  a  great 
degree  upon  the  amount  of  advertising  put  forth.  Of  course, 
we  all  know  that  a  good  book  will  command  attention  from  the 
press  although  it  receives  no  display  advertising. 

The  advertising  of  almost  every  book  nowadays  is  consid- 
ered by  the  publisher. 

The  bookseller,  who  does  nothing  but  sell  books,  can  afford 
to  be  a  good  advertiser.  In  the  first  place  he  can  set  aside  a 
percentage  of  his  gross  business  for  advertising  purposes — 
like  any  other  merchant.  In  the  second  place  he  has  a  series 
of  subjects  exceedingly  fertile  and  interesting  to  write  about. 
And  as  the  average  bookseller  is  a  person  of  some  literary 
attainments  with  an  ability  to  express  himself  on  paper  he  usu- 
ally enjoys  his  advertising  work. 

I  have  often  wondered  why  booksellers  did  not  advertise 
more.  Their  towns  are  their  audiences — their  local  papers 
their  mediums  and  many  a  bookseller  would  make  a  good 
advertising  man. 

In  the  retail  store  the  advertising  of  books  has  reached  a 
more  scientific  and  permanent  basis  than  any  form  of  book 
advertising.  The  retail  store  advertiser  simply  puts  books  on 
the  same  basis  as  any  other  line  of  merchandise — lie  allows  so 
much  per  cent,  (usually  three)  to  the  advertising  of  books — he 
catalogues  a  list  of  well-described  items  in  his  ads  and  once  in 
a  while  he  gets  out  a  book  catalogue.  In  the  description  of  the 
books  is  where  the  writer  shows  himself.  If  he  knows  and 
appreciates  books  he  can  awaken  responsive  chords  within  the 
bosoms  of  his  book  readers — if  he  does  not,  why,  his  advertis- 
ing is  as  human  as  a  pair  of  scissors. 

Therefore,  it  follows  that  Mr.  Would-Be  Book-Publisher 
should  first  know  books,  then  study  advertising  in  its  various 
ramifications. 


144  Successful  Advertising 

Advertising  a  Drug  Store. 

For  the  sake  of  an  opening  paragraph  drug  stores  may  be 
divided  into  two  classes,  viz. : 

Those  who  cut  rates  on  prescriptions  and  patent  medicines. 

Those  who  charge  regular  prices  for  prescriptions  and 
patent  medicines. 

Either  class  can  well  afford  to  advertise.  The  former  class 
certainly  should  advertise,  for  by  their  cutting  prices  they 
place  themselves  in  the  multitude  of  aggressive  retailers  who  are 
not  afraid  to  apparently  lose  money  and  so  win  an  increased 
volume  of  trade.  That  is  the  stuff  the  real  advertiser  is  made 
of,  and  usually  you  will  find  that  the  cut-rate  druggist  is  a 
liberal  advertiser. 

He  advertises  principally  in  his  local  papers.  He  spends  a 
liberal  percentage  of  his  gross  income  in  advertising.  In 
addition  to  his  using  the  local  papers  you  will  notice  that  he  is 
fond  of  deluging  his  neighborhood  with  circulars  and  booklets. 
He  is  glad  to  get  all  the  almanacs,  show  cards  and  advertising 
novelties  that  wholesalers  will  supply  him  (always  with  his 
name  on  each  article)  and  nobody  can  enter  or  pass  his  store 
without  being  struck  with  the  breezy  air  of  prosperity  that 
envelops  not  only  his  establishment,  but  also  his  block. 

It  may  be  that  his  conservative  neighbor — the  druggist  on 
the  next  block  who  does  not  advertise — does  a  larger  and  in 
every  way  a  more  satisfactory  business.  But  if  he  does  it  is 
because  he  has  the  trade  of  old  families  who  abhor  change  and 
detest  commercialism  in  such  an  important  profession  as  the 
druggist's — a  profession  in  which  the  lives  of  people  are  at 
stake — a  profession  in  which  the  correct  compounding  of  a 
prescription  is  a  matter  of  extreme  importance. 

At  any  rate  the  druggist  should  advertise.  There  is  no 
"code  of  ethics  "  governing  his  case.  He  can  advertise — he 
can  swing  himself  into  the  current  of  American  retail  progress 
and  although  the  pace  at  first  may  seem  a  little  swift  and  the 
hustle  distasteful,  yet  the  increased  receipts  will  in  a  few  short 
months  reconcile  him  to  the  new  condition  of  affairs. 


How  To  Accomplish  It.  145 

The  points  to  bring  forth  in  drug  store  advertising  are  : — 

The  extreme  care  and  skill  with  which  prescriptions  are 
compounded. 

The  high  standards  observed  in  buying  drugs  for  the  store. 

The  many  opportunities  for  saving  money. 

The  long  list  of  varieties. 

There  is  the  song — now  sing  it  in  all  the  keys  you  want. 
There  are  the  ideas — now  clothe  them  in  whatever  words  you 
will.  Any  writer  can  get  inspiration  a-plenty  in  any  drug  store. 
The  subject  is  by  no  means  dry. 

Now  for  a  wet  subject — I  mean  soda  water. 

Where  is  the  American  drug  store  without  its  soda  foun- 
tain ?  I  have  seen  a  few — in  remote  corners  of  the  South  and 
West — but  in  really  civilized  communities  no — never  ! 

As  the  vari-colored  light  of  the  drug  store  is  at  night  a 
beacon  light  to  a  man  with  a  cramp  in  his  stomach,  so  is  the 
glimpse  of  the  soda  fountain  a  joyful  sight  to  the  man  with  a 
temperance  thirst.  The  soda  fountain  is  usually  so  located  that 
it  can  be  seen  from  the  street,  which  fact  alone  is  a  good  adver- 
tisement in  itself. 

The  soda  fountain  certainly  should  be  advertised.  During 
the  sunny,  sweltering  and  sweaty  dog-days  a  good  ad  on  soda 
water  exercises  a  Christian  Science  influence  in  assuaging 
thirst — a  sort  of  an  absent  treatment,  as  it  were.  At  any  rate 
it  plays  such  an  influence  with  the  thirst  that  the  possessor 
thereof  can  be  tempted  to  go  down  to  Blank's  drug  store  and 
enjoy  a  long,  cool  egg-nog  or  some  other  refreshing  quencher. 

Advertising  a  Grocery. 

The  advertising  manager  of  a  grocery  store  or  department 
is  constantly  confronted  with  the  necessity  of 

Emphasizing  the  purity  of  his  food  products. 

Dwelling  upon  the  lowness  of  his  prices. 

Advertising  the  liberality  of  his  assortments. 

Telling  that  his  stocks  are  alzvays  fresh  and  up-to-date. 

Occasionally  he  should  dwell  upon  the  inviting  appearance 
of  the  stock  and  its  surroundings — how  everything  is  cheerful, 
10 


146  Successful  Advertising 

bright,  well  ventilated  and  inviting,  and  how  demonstrations  of 
pure  food  products  assist  in  making  a  visit  pleasant  as  well  as 
profitable. 

I  will  first  speak  of  demonstrations.  They  are  valuable  in 
advertising  a  store  or  department,  and  for  that  reason  should  be 
encouraged.  There  are  any  number  of  manufacturers  and 
wholesalers  who  are  at  all  times  ready  to  put  a  demonstration 
in  a  popular  retail  establishment,  and  at  all  times  the  demon- 
strator should  be  met  half-way.  Usually  the  only  cost  of  a 
demonstration  is  the  space  that  it  occupies.  The  success  of  the 
greatgrocery  departments  of  The  Adams  Dry  Goods  Co.,  and  The 
Seigel-Cooper  Co.,  of  New  York,  in  which  daily  demonstrations 
were  abundant,  goes  to  show  that  this  double-barrelled  form  of 
advertising  the  manufacturer  and  retailer  is  very  good. 

In  the  newspaper  form  of  advertising,  the  principal  points 
for  the  advertiser  are  mentioned  above.  A  list  of  strong  specials 
should  be,  from  time  to  time,  inserted  in  the  local  papers.  If 
this  list  is  illustrated  so  much  the  better.  In  every  caption  to 
the  ad  say  something  about  the  high  quality  of  every  article 
offered — which  talk  is  reinforced  with  an  irresistible  argument 
when  followed  by  well-known  brands  of  groceries  among  the 
specials. 

I  believe  in  a  booklet  or  catalogue  gotten  out  at  stated 
intervals — say  once  a  month,  or  at  any  rate,  once  in  three 
months.  The  busy  housewife  will  appreciate  this  little  com- 
pilation of  items  and  prices,  as  it  will  serve  to  jog  her  memory 
when  making  out  a  list  of  daily  household  needs. 

To  patrons  who  live  at  a  distance,  such  a  compilation  will 
be  of  particular  value,  as  they  can  order  goods  by  mail  from  it. 

Speaking  about  mail  matters,  do  not  forget  to  run  in  a  few 
words  in  the  catalogue  and  newspaper  ads  about  your  mail- 
order department,  for  many  articles  can  go  by  mail,  and  all 
articles  that  go  by  express  or  freight  can  be  ordered  by  mail. 
When  arrangements  can  be  made  to  prepay  freight  or  express 
charges  on  five  dollar  purchases  (and  over)  to  points  within  fifty  or 
one  hundred  miles,  a  great  step  is  made  to  secure  outlying  trade. 

Manufacturers,  wholesalers,  importers  and  commission  men 
are  very  liberal  in  supplying  the  grocer  with  signs,  lithographs, 


How  To  Accomplish  It.  147 

wall-hangers,  counter  eye-catchers,  etc.  The  wise  grocer  uses 
these  advertising  signs  with  taste  and  judgment,  and  as  a  mat- 
ter of  course,  with  liberality. 

Advertising  Cigars,  Pipes  and  Smokers'  Articles. 

There  are  thousands  of  cigar  stores  throughout  the  country 
that  can  increase  business  very  materially  by  the  proper  appli- 
cation of  the  great  modern  trade  developer — advertising. 

The  margin  of  profit  on  these  goods  is  not  so  very  large 
nowadays,  and  the  average  dealer  considers  money  spent  in  ad- 
vertising as  so  much  clipped  from  the  already  small  profits. 

Very  few  tobacconists  can  afford  a  local  newspaper  cam- 
paign of  advertising.  The  local  newspaper  covers  the  whole 
town  or  city  and  its  environments,  while  the  cigar  store  draws 
trade  from  its  immediate  locality.  If  the  cigar  dealer  does  any 
considerable  trade  he  should,  however,  give  some  consideration 
to  an  output  of  briefly  and  brightly  worded  advertisements  in 
his  local  paper. 

As  a  general  proposition  he  is  obliged  to  confine  his  adver- 
tising efforts  to  his  store  and  immediate  vicinity.  One  of  the 
best  ways  to  build  up  a  popular  retail  cigar  and  tobacco  busi- 
ness is  to  cut  prices  on  well  known  brands  of  cigars  and  tobaccos, 
and  announce  this  by  inside  displays  and  window  signs.  Yes- 
terday several  hundred  men  bought  the  "  Hoffman  House 
Bouquet"  cigars  at  a  low  cut  price  in  a  well-known  Park  Row 
cigar  store.  "Lillian  Russell,"  "George  W.  Childs,""Cremo," 
and  other  popular  brands  of  cigars  were  advertised  by  striking 
window  signs  at  cut  prices  in  the  same  store. 

Another  advertising  method,  much  in  .vogue  in  New  York 
at  present,  is  to  give  a  coupon  with  every  purchase.  These 
coupons,  when  they  reach  certain  amounts,  are  good  for  certain 
articles  that  almost  any  smoker  will  appreciate. 

Still  another  method  is  to  circularize  stores,  office  build- 
ings and  houses  within  a  given  radius  of  the  cigar  store  with 
bright  and  clever  bargain  sheets.  The  mail  and  messenger  boys 
are  brought  into  requisition  in  this. 

The  average  tobacconist  gives  great  attention  to  his  window, 


148  Successful  Advertising 

case  and  shelf  displays.  Here  is  where  he  is  certainly  right. 
The  appearance  of  the  cigar  store  has  much  to  do  with  winning 
or  turning  away  a  man's  trade.  The  personalities  of  the  pro- 
prietor and  his  clerks  are  also  important  factors. 

Only  a  smoker  can  write  interestingly  of  smoker's  articles. 
The  body,  strength  and  flavor  of  a  cigar  are  matters  that  appeal 
to  every  smoker  when  they  are  properly  treated.  Some  cigars 
are  as  tasteless  as  straw.  Some  cigars  have  a  mild  and  elegant 
flavor.  Some  cigars  have  a  slightly  stronger  body.  Some  cigars 
are  strong  and  black  and  heavy — the  kind  many  heavy  busi- 
ness men  like.  The  smoker  who  is  a  writer  delights  in  expatiat- 
ing upon  the  various  flavors.  Kipling  is  both  a  smoker  and  a 
writer  and  here  are  some  of  his  thoughts  in  "The  Betrothed  :" 

"  Open  the  old  cigar-box,  get  me  a  Cuba  stout, 
For  things  are  running  crossways,  and  Maggie  and  I  are  out. 

Open  the  old  cigar-box — let  me  consider  a  space  ; 

In  the  soft  blue  veil  of  the  vapor,  musing  on  Maggie's  face. 

Open  the  old  cigar-box — let  me  consider  awhile — 
Here  is  a  mild  Manilla — there  is  a  wifely  smile. 

Which  is  the  better  portion — bondage  bought  with  a  ring, 
Or  a  harem  of  dusky  beauties,  fifty  tied  in  a  string  ? 

Councillors  cunning  and  silent — comforters  true  and  tried, 
And  never  a  one  of  the  fifty  to  sneer  at  a  rival  bride. 

Thought  in  the  early  morning,  solace  in  time  of  woes, 
Peace  in  the  hush  of  the  twilight,  balm  ere  my  eyelids  close." 

Advertising  Pianos,  Music  and  Musical  Instruments. 

To  simply  quote  prices  with  slight  details  of  the  articles 
advertised,  is  far  from  enough.  Competition  is  so  keen,  apj.reci- 
ation  of  music  so  high  and  advertising  so  good  that  pianos 
advertised  to-day  must  be  detailed  in  their  fullest — with  every 
appreciation  of  their  merits.  The  tone  and  character  of  the 
instrument  must  be  dwelt  upon.  The  excellence  and  elegance 
of  its  workmanship  nmst  be  talked  up.  If  the  name  of  tlie 
manufacturer  is  a  famous  one,  so  much  the  better  for  the 
advertising. 

Newspapers   and    magazines   are    more  than  ever  used  in 


How  To  Accomplish  It.  1^9 

advertising  pianos  and  musical  instruments.  The  cash  method 
and  the  installment  plan  are  both  liberally  advertised.  The 
arguments  employed  in  the  advertising  may  be  briefly  summed 
up  thus  : 

First — The  importance  of  music  in  a  home. 

Second — The  importance  of  securing  only  standard  instru- 
ments, viz. :  instruments  from  well-known  manufacturers,  instru- 
ments that  delight  the  ear  with  exquisite  music,  instruments  that 
please  the  eye  with  a  first-class  appearance,  and  instruments  that 
represent  good  values  for  the  prices  asked. 

Very  few,  if  any,  great  musicians  pass  through  this  life 
without  expressing  themselves,  on  paper,  as  to  the  merits  of 
certain  instruments.  Which  expressions  receive  much  adver- 
tising.    And  they  are  worth  it. 

A  piano  represents  quite  an  investment  to  the  average 
home,  and  the  investment  is  rarely  consummated  until  the 
merits  of  many  instruments  are  thoroughly  discussed  by  every 
member  of  the  family.  If  a  celebrated  pianist  says  that  a  cer- 
tain piano  is  remarkable  for  "its  tone  superiority,"  his  opinion 
is  sure  to  influence  many  minds. 

The  manufacturer  of  pianos,  should  be  a  good  national 
advertiser  in  order  to  keep  the  name  of  his  products  in  the 
public  mind.  His  advertising  will  greatly  assist  the  retail 
advertising  done  by  his  agents  and  such  retailers  as  handle  his 
pianos. 

Agents  and  retailers  should  be  constant  users  of  space  in 
their  local  papers.  These  spaces  should  be  filled  with  bright, 
logical  talks  as  to  the  superior  merits  of  the  goods  offered. 
Almost  every  department  store  has  a  department  given  to 
pianos  and  musical  goods,  which  department  receives  much 
consideration  from  the  advertising  manager. 

Booklets  and  circular  letters — the  high-grade  kinds,  of  course 
— should  be  used  in  abundance.  The  writer  with  a  knowledge 
of  music,  or  the  musician  with  a  knowledge  of  writing,  will  find 
the  preparation  of  such  advertising  literature  very  pleasant  work. 

When  musical  instruments  are  sold  on  the  instalment  plan, 
they  should  be  liberally  advertised  in  popular  papers.  Papers 
that  appeal  to  the  rich  miss  the  mark,  for  this  class  is  not  interested 
in  the  instalment  plan  of  buying  anything.     The  great  argu- 


150  Successful  Advertising 

ment  to  use  in  such  advertising  is  the  fact  that  a  small  sum, 
week  after  week,  or  month  after  month,  is  hardly  felt  by  the 
family  exchequer,  while  the  result  presently  is  the  ownership  of 
a  desirable  musical  instrument. 

Sheet  music  and  books  of  music  are  sold  in  vast  quantities 
at  retail  and  by  mail.  Retail  over-the-counter  trade  is  stimu- 
lated by  strong  advertisements  in  the  local  papers  and  the 
giving  out  of  lists.  Mail-order  trade  is  pushed  by  catalogues 
and  advertisements.  The  sale  of  popular  music  is  about  the  most 
erratic  line  of  business  in  existence.  A  song  may  be  written, 
submitted  by  the  enthusiastic  author  and  a  few  friends  to  a 
publisher,  printed,  and  fall  as  flat  as  a  pancake,  although 
apparently  possessing  all  the  elements  of  popularity.  Another 
song  may  be  the  most  inane  drivel  imaginable,  yet  have  an 
enormous  sale.  The  secret  usually  lies  in  its  singing  by  some 
footlight  favorite.  A  good  presentation  often  swings  a  silly  song 
into  popularity  and  both  put  a  poor  play  to  the  front. 

Advertising  a  Merchant  Tailoring  Business. 

Where  is  the  town — no  matter  how  small — that  has  not  a 
merchant  tailoring  establishment? 

Where  is  the  town — no  matter  how  large — in  which  a  mer- 
chant tailoring  business  is  properly  advertised  ?  Even  where  it 
is  well  advertised  deeper  study  could  be  given  with  advantage 
to  the  publicity. 

Merchant  tailoring  represents  a  line  of  effort  susceptible  of 
very  effective  advertising.  Cogent  reasons  that  will  sink  deep 
into  men's  minds  can  be  used. 

The  principal  reason  that  men  buy  ready-made  clothing  lies 
in  the  price.  A  man  may  think  that  he  saves  ten  or  twenty 
dollars  by  buying  a  ready-made  suit  instead  of  a  made-to-measure 
suit.  If  such  a  man  can  be  made  to  look  several  months  ahead 
and  see  what  a  made-to-measure  suit  will  give  him  in  the  respect 
of  longer  service,  better  appearance,  more  style  and  greater  all 
around  satisfaction,  he  must  be  blind  if  he  does  not  see  that 
made-to-order  clothing  is  the  cheapest  in  the  end.  Ready-made 
clothing  rarely  fits  as  well  as  made-to-order  clothing.     This  is 


How  To  Accomplish  It.  151 

particularly  so  when  the  wearer  is  rather  stout,  thin,  long  or 
short.  No  one  can  say  with  truth  that  the  average  ready-made 
garment  is  put  together  as  well  as  the  tailor  made  garment. 
The  buttons  are  liable  to  come  off  on  slight  provocation.  The 
seams  may  rip  at  inopportune  moments.  A  rain  or  snow  storm 
may  spoil  the  shape  of  the  ready-made  suit.  The  collar  of  a 
ready-made -coat  does  not  fit  as  gracefully  upon  the  shoulder  as 
that  of  the  made-to-order  coat.  In  many  cases  the  ready-made 
suit  says,  "'  ready  made  !"  to  every  beholder.  A  little  thought 
will  soon  convince  that  made-to-measure  garments  are  the 
cheapest  in  the  long  run.  Appearances  count  for  much  in  business. 
"  Clothes  may  not  make  the  man,  but  they  may  unmake  him," 
says  a  modern  adage.  A  writer  with  the  ability  to  express  much 
in  few  words  said,  that  "the  human  animal  is  pretty  nearly  all 
clothes,  and  the  wise  animal  sees  that  these  clothes  are  right." 

Now,  Mr.  Merchant  Tailor,  go  ahead  and  give  the  good 
dressers  of  your  town  some  arguments  after  the  above  order. 
Use  a  three  or  four-inch  ad  in  your  local  paper  for  a  season. 
Have  this  ad  changed  constantly.  Give  new  and  good  talk 
in  every  ad.  Do  some  circularizing — especially  at  the  com- 
mencement of  a  season.  This  advertising  will  make  an  impres- 
sion and  increase  business — never  fear  ! 

In  April  the  good  dressers  of  your  town  are  thinking  of 
spring  suits — in  June  of  summer  suits — in  September  of  fall 
suits,  and  about  November  of  winter  suits.  The  advertisement 
or  circular  brought  before  a  man's  notice  at  the  psychic  moment 
will  be  resultful. 

There  is  no  question  but  that  plates  of  the  newest  New 
York  and  London  styles,  as  displayed  in  many  merchant  tailor- 
ing shops,  are  great  aids  to  business.  They  lend  each  establish- 
ment an  authoritative  air.  The  presence  of  such  standard  trade 
papers  as  The  Haberdasher^  GibsoiC  s  Clothing  Gazette^  ^\.q.^  is 
also  valuable.  The  average  man  is  particular  on  the  point  of 
clothes,  and  appreciates  the  tailor  who  is  intelligently  sympa- 
thetic with  him  in  this  respect. 

The  appearance  of  the  shop  has  much  to  do  with  the  busi- 
ness done.  The  assortment  of  fabrics  and  patterns  in  stock,  as 
well  as  the  variety  of  styles  that  can  be  made  up,  influence 


152  Successful  Advertising 

trade.     The  advertising  of  it  all  should  be  as  well  attended  to 
as  the  business  itself. 

Some  tailors  make  a  specialty  of  a  suit  or  overcoat  at  a  cer- 
tain price — say  twenty  dollars.  These  leaders  can  be  so  well 
advertised  that  even  women  when  they  think  of  a  twenty  dollar 
suit  or  overcoat  instantly  think  of  *' Tompkins,  The  Tailor," 
who  finds  that  while  he  has  a  good  trade  in  these  garmeiits,  this 
trade  does  not  operate  against  his  sale  of  high  priced  suits  and 
overcoats. 

Advertising  a  Dressmaking  Establishment. 

A  dressmaker  may  do  excellent  work,  yet  if  her  abilities 
are  not  known  she  stands  an  excellent  chance  of  going  into 
bankruptcy. 

Although  but  few  of  her  kind  consider  advertising,  yet  it  is  a 
most  important  point.  If  she  would  give  half  the  hard  thoughts 
to  advertising  that  she  does  to  "band  and  gusset  and  seam," 
she  would  make  more  money.  This  may  sound  a  trifle  dogmatic, 
but  it  is  based  upon  a  solid  substratum  of  truth. 

Again  I  will  fall  back  upon  the  local  paper  to  help  me  out 
in  this  little  advertising  talk.  What  better  medium  is  there  to 
cover  a  town  than  its  local  paper  ?  What  medium  is  there  so 
good  ?  What  medium  is  there  anywhere  near  as  good  ?  Com- 
mon sense  answers  with  emphasis,  "None!"  The  local  paper 
is  the  medium  for  about  all  local  enterprises  to  be  advertised  in. 

Following  this  trend  of  thought  the  proprietor  of  a  dress- 
making establishment  should  advertise  in  her  local  paper. 
During  her  "  seasons"  advertising  should  be  increased.  Having 
arrived  at  this  conclusion  the  next  point  to  consider  is  how  the 
space  should  be  filled.  If  the  lady  has  some  trepidation  about 
penning  advertising,  she  can  appeal — seldom  in  vain — to  the 
business  manager  of  the  paper.  Should  he  fail  to  produce  good 
advertising,  it  is  an  easy  matter  to  secure  the  services  of  one  of 
the  several  advertising  writers  who  give  themselves  publicity  in 
the  advertising  press. 

The  advertising  arguments  to  use  are  : — 

The  unimpeachable  correctness  of  the  styles. 

The  excellence  and  thoroughness  of  the  workmanship. 


How  To  Accomplish  It.  153 

The  service  and  fashion  features  of  the  fabrics. 

The  first-class  trimmings  and  linings. 

The  attention  given  to  securing  a  perfect  fit. 

The  business-like  promptness  given  to  each  order. 

The  consideration  given  to  even  the  smallest  details. 

The  moderate  prices,  which  are  quoted  in  the  advertising. 

With  tliese  points  in  her  mind's-eye,  and  whatever  individual 
business  features  the  establishment  may  possess,  the  writer  can 
prepare  a  series  of  striking  and  sensible  advertisements  to  the 
advantage  of  the  season's  trade. 

At  the  beginning  of  a  season  announcement  cards  can  be 
sent  out  with  advantage.  These  cards — which  should  be  excel- 
lent examples  of  the  printer's  art — may  be  mailed  not  only  to 
her  regular  patrons,  but  also  to  such  other  women  in  her  vicinity 
as  may  be  induced  to  patronize  her. 

Advertising  a  Stationery  and   Newspaper  Store. 

This  may  be  a  small  business,  but  do  not  forget  that  no 
matter  how  inconspicuous  may  be  the  business  it  can  be 
expanded  under  the  genial  influence  of  advertising. 

The  manner  in  which  the  business  itself  is  conducted  is  a 
capital  advertisement.  The  wider  this  manner  is  known  the 
greater  increase  will  this  business  experience. 

Let  us  consider  how  to  make  it  known. 

I  know  a  young  man — a  boy  in  fact — in  a  small  town  in 
the  central  part  of  New  York  state,  who  owns  a  small  station- 
ery and  newspaper  store.  His  business  profits  are  not  large 
enough  to  warrant  his  advertising  in  the  local  paper  save  on 
state  occasions — which  occur  about  four  times  a  year.  These 
occasions  are  when  he  opens  a  new  line  of  stationery,  or  school 
supplies,  or  adds  some  new  periodicals.  Then  his  ads  are  brief, 
but  bright — very  bright  ! 

He  has  a  printing  press  in  a  back  room  of  his  store  and 
nearly  every  week  he  strikes  off  a  lot  of  small  hand-bills  which 
he  distributes  when  he  and  his  younger  brothers  are  distribut- 
ing papers  on  his  route.  These  hand-bills  are  excellent.  I  put 
in  three  weeks  there  last  summer  on  my  vacation  and  never  saw 
one  in  the  gutter  or  lying  in  the  street.     They  were  well  dis- 


154  Successful  Advertising 

tributed  and  I  believe  were  well  read.  Each  gave  a  crisp,  con- 
vincing talk  ;  some  reasons  why  his  store  should  be  patronized, 
which  talk  was  followed  up  by  items  and  prices — just  as  the 
most  experienced  retailer  would  do. 

His  business  is  constantly  increasing.     He  told  me  that 
while  he  gave  a  lot  of  credit  to  his  business  methods  he  also  • 
believed  that  his  advertising  alone   had  much  to  do  with  the 
growth  of  his  patronage. 

There  is  a  suggestion  in  this  young  man's  efforts  that  other 
stationers  and  newsdealers  can  study  with  profit. 

Stationers  who  appeal  to  men  and  women  of  discrimination 
and  intellegence  can  pick  up  some  valuable  hints  from  the 
manner  in  which  the  Edward  J.  Merriam  Co.,  New  York,  adver- 
tise the  latest  styles  in  writing  paper.  In  fact,  printers  and  others 
who  wish  to  advertise  in  an  attractive,  out-of-the-way  style,  can 
get  ideas  from  the  advertising  of  this  concern.  Once  upon  a  time 
they  issued  a  booklet  entitled  "Fancy  Fabrics  for  Fastidious 
Folks,"  the  sheets  of  which  were  bound  with  a  cord — and  of 
each  leaf  there  was  a  large  leaf  and  a  leaf  of  half  the  sixe  of  the 
other.  The  small  leaves  contained  the  following  notes,  each 
printed  in  inks  that  harmonized  with  the  papers  : 

"  How  does  this  new  color  strike  you?  Azale.  '  Looks  as 
clear  as  morning  roses,  newly  washed  in  dew.'  And  this  is  not 
so  bad  either.  Franciscan.  A  little  more  subdued  if  that's 
what  pleases  you  the  better.  Ah  !  and  here  is  Celestial.  Did 
you  ever  see  a  more  delicate  shade  ?  Just  think  of  office  station- 
er}' ruled  and  printed  in  dark  blue  on  this  paper.  Another  deli- 
cate shade.  Heliotrope.  '  Chaste  and  pleasing  to  the  eye  and 
modest  withal.'  Rather  somber  and  heavy  tliis,  but  Mazarin, 
printed  or  stamped  in  dark  blue,  is  odd  and  tasteful,  *  and  touches 
a  chord  of  harmony  within  the  human  breast.'  Now  here 
we  have  something  a  trifle  different — Opalesque — which  helps 
to  make  up  the  assortment.  Maybe  you  don't  like  tinted  paper. 
Well,  here  it  is  in  Pearl  White.  '  As  pure  as  the  snow  on  Hima- 
laya's mountains.'  This  Elite  Superfine  will  appeal  to  the 
lover  of  kid  finished  pure  rag  stock,  so  scarce  now-a-days.  Yet, 
if  you  prefer  the  same  paper  with  smooth  surface,  we  can  please 
you.     '  For  two  minds  alike  doth  seldom  meet.'  " 


How  To  Accomplish  It.  155 

How  eminently  superior  is  this  sort  of  advertising  to  a  bare 
catalogue  !  These  sentences  are  reproduced  as  being  clever,  and 
there  is  no  reason  why  they  should  not  furnish  hints  to  printers 
and  stationers,  paper  men  as  well  as  advertisers  in  general. 

Hat  and  Cap  Advertising. 

In  the  advertising  of  headwear  the  advertising  must  be  done 
in  season.  Each  season's  styles  must  be  properly  advertised 
during  the  right  period.  Spring,  summer,  autumn  and  winter 
have  shapes  peculiar  to  each  season. 

Knox,  Dunlap,  Hawes  and  such  national  advertisers  under- 
stand the  importance  of  this.  So  do  many  wide-awake  retailers 
throughout  the  advertising  world — a  world  bounded  by  no 
ocean,  country,  river  or  county  line,  but  a  world  in  which  great 
divisions  exist  through  intelligence  and  ignorance.  A  great 
number  of  retail  hatters  are  blind  as  to  the  merits  of  advertising. 

Every  man  wants  a  hat.  It  is  the  crowning  touch  to  his 
habiliments — it  may  make  ormar  his  appearance — it  is  first  seen 
and  last  observed — it  is  instantly  mentally  approved  or  criticized, 
and  is  always  an  important  article  of  dress.  Every  man  wants 
a  good  hat.  If  he  cannot  afford  to  pay  five  dollars  for  it  he  may 
be  able  to  pay  three — if  not  three  perhaps  he  can  pay  two — but 
no  matter  what  price  he  pays  he  wants  the  size,  shape,  color, 
material  and  workmanship  to  be  as  right  as  can  be  had  for  the 
money. 

Most  hatters  can  talk  well  on  these  points  to  customers  in 
the  stores.  Not  so  in  their  advertising.  How  can  they  get  over 
this  obstacle  ?  Let  them  study  advertising.  Let  them  study  the 
good  points  of  their  hats  and  their  business,  and  make  an  effort 
to  transcribe  their  thoughts  on  paper.  If  they  find  this  bej^ond 
them,  let  them  get  in  touch  with  a  good  ad  writer,  who  four 
times  a  year  can  give  enough  good  ads  to  swell  business  to  a 
new  and  satisfactory  degree.  The  cost  will  prove  small  in  pro- 
portion to  the  results. 

"  How  much  should  I  spend  in  advertising  ?"  asks  the  hatter. 

This  depends  upon  your  location  and  the  competition  you 
must  meet.  Percentages  to  spend  in  retail  hat  advertising  average 
from  two  to  five  per  cent.     Three  per  cent,  is  a  fair  average. 


156  Successful  Advertising 

"  How  should  I  spend  it?"  again  asks  the  hatter. 

Principally  in  the  columns  of  your  local  paper.  It  may  not 
be  a  bad  idea  to  try  and  put  a  few  ideas  in  heads  that  you  would 
like  to  hat  by  means  of  attractive  circulars  or  booklets.  You  can 
easily  get  a  good  list  of  names  of  prospective  customers,  and 
your  regular  patrons  will  not  object  to  receiving  at  the  beginning 
of  each  season  a  well-worded  talk  regarding  the  fresh  styles. 


Advertising   Infants'   and   Children's   Wearables. 

In  advertising  these  garments  appeal  to  the  taste  and  thrift 
of  the  mother,  as  well  as  the  wishes  of  her  family.  Such  talks 
as  the  following  are  good  : 

"  Your  little  girl  is  a  woman  in  miniature,  with  the  eye  for 
colors,  styles,  effects  and  qualities  as  you  have.  Nothing 
pleases  her  more  than  the  satisfaction  of  being  well  dressed. 
She  may  not  appreciate  our  low  prices,  but  you  will." 

"  Have  that  good  little  girl  go  to  school  well  dressed.  It 
gives  her  an  air  of  self-possession,  and  adds  an  element  of 
happiness  to  her  school  life.  It  does  not  cost  so  much.  To 
prove  it  we  quote  some  interesting  prices." 

"  To-morrow  is  Young  America's  day  in  our  store — to-mor- 
row is  Saturday — the  day  there  is  no  school,  and  the  day 
of  special  sales  in  stylish,  serviceable  and  perfect-fitting 
garments  for  all  eyes  and  wants  of  the  little  folks." 

"  Dainty  and  desirable  garments  are  here  for  Baby — the 
kinds  to  make  Baby  more  cozy,  comfortable  and  pretty,  and 
at  prices  easy  on  the  purse  of  Paterfamilias.  Ivook  at  our  line 
of  lufants'  Wearables  when  in  our  vicinity.  We  warrant  that 
you  will  be  delighted." 

Friday  evening  and  Saturday  morning  are  the  best  times  to 
advertise  these  goods,  for  the  reason  that  on  Saturday  the  chil- 
dren are  free  from  school.  Sunday  is  a  good  time  to  advertise 
infants'  garments  for  very  obvious  reasons.  The  mother's  purse 
is  usually  at  its  fullest  on  Sunday — the  overflow  from  the  father's 
Saturday  night  pay  envelope — and  infants'  trouble  not  their 
little  minds  about  school  as  yet.  With  leisure  and  money 
on  Sunday  she  makes  selections  from  the  advertisements,  and 
on  Monday  she  goes  forth  on  her  shopping  quest. 


How  To  Accomplish  It.  157 


Advertising  Furs  and  Fur  Garments. 

Profits  on  the  sale  of  furs  and  fur  garments  are  excellent, 
but  they  must  be  made  in  the  proper  seasons.  A  cold  snap  will 
set  the  sale  of  furs  bounding  upwards,  and  a  warm  or  wet  season 
will  truly  throw  a  wet  blanket  over  the  season's  business.  He 
who  advertises  these  goods  must  constantly  keep  a  sharp  eye  out 
for  weather  conditions.  With  weather  so  variable  as  it  is  in  New 
York  and  adjoining  States,  the  question  of  keeping  in  touch  with 
meteorological  moods  is  more  than  a  matter  of  passing  moment 
with  the  advertising  man. 

For  this  reason  fur  advertising  must  frequently  be  prepared 
and  issued  in  double  quick  order.  The  best  plan  is  to  have  a 
number  of  ads  prepared  in  advance.  Then  as  occasion  requires 
these  ads  can  be  used. 

In  advertising  furs  it  is  extremely  essential  to  give  full  de- 
scriptions of  the  articles  advertised.  So  much  depends  upon  the 
description  as  aflfecting  a  sale  that  every  fur  dealer  should  re- 
member this  point.  And  if  the  fur  is  a  poor  skin  or  prepared 
from  the  skin  of  an  animal  like  a  skunk,  say  so.  Many  dealers 
do  not  carry  such  furs,  and  so  do  not  have  to  bother  making  ex- 
planations, but  those  who  do  will  have  more  effective  advertis- 
ing when  it  tells  exactly  what  is  offered.  A  skunk  skin  is  a 
skunk  skin,  and  all  the  "  trade  terms"  in  existence  cannot  make 
it  otherwise.  If  a  woman  is  induced  to  buy  a  poor  article  of 
fur  under  false  representations,  she  feels  like  (and  is  justified)  in 
classing  in  with  poor  skins  the  dealer  who  sold  her.  I  know  a 
woman  who  once  bought  (by  mail)  a  "  marvelous  bargain  in  a 
$5.98  handsome  fur  scarf. ' '  The  "  handsome  scarf"  came  along 
all  right.  When  the  package  was  opened  one  of  the  (glass)  eyes 
of  the  animal's  head  dropped  to  the  floor.  The  next  day  one  of 
the  tails  dropped  off.  Then  the  hair  began  to  fall  out.  Talk  about 
a  case  of  dandruff!  Her  friends  advised  her  to  take  it  to  a  bar- 
ber shop  and  give  it  a  shampoo  in  order  to  stop  the  dandruff. 
Inside  of  a  week  it  was  given  to  the  servant  girl,  and  inside  of 
a  fortnight  it  was  resurrected  from  the  ash  barrel  by  a  thrifty 
Italian  equipped  with  a  large  hook  and  a  big  bag. 


158  Successful  Advertising 

There's  no  particular  moral  to  this  little  tale  except  to  say 
that  the  mail  order  concern  lost  this  woman's  trade  and  the 
business  of  several  of  her  friends — as  far  as  she  could  spread  the 
scarf  story.  It  pays  to  be  good  in  this  world,  even  from  the 
view  point  of  worldly  interest. 

I  have  never  been  a  fur  retailer,  but  have  advertised  quite  a 
lot  of  furs,  and  it  has  often  struck  me  that  the  fur  retailer  who 
opens  his  season  with  a  rattling  good  sale  of  furs,  stands  a  better 
chance  (other  things  being  equal)  of  getting  the  lion's  share  of 
the  season's  business  than  the  man  who  only  does  so  when  the 
season  is  well  advanced. 

Along  towards  the  latter  part  of  October  and  the  first  of 
November  the  thoughts  of  womankind  turn  to  winter  garments 
(which,  of  course,  includes  furs.)  A  sale — made  interesting 
with  cut  prices — at  this  period  would  meet  the  wishes  of  many. 
It  is  not  necessary  during  such  a  sale  to  cut  many  prices — three 
or  four  good  specials  would  be  sufficient — and  after  the  sale  had 
run  its  course,  normal  prices  on  these  specials  could  prevail. 

Cut  prices  on  three  or  four  leaders  need  not  operate  against 
the  profits  on  other  goods.  Such  a  sale  would  create  comment 
and  bring  visitors,  after  which  clever  salesmanship  could  dis- 
pose not  only  of  a  number  of  leaders,  but  also  other  fur  articles. 

When  the  season  is  well  under  way,  prices  begin  to  drop. 
About  this  time  many  small  fur  manufacturers  undergo  hard 
luck  experiences,  and  stocks  can  be  gobbled  up  at  mere  frac- 
tions of  their  worth.     Then  ho  !  for  sweeping  sales  ! 

Advertising  Pictures,  Wall  Paper  and  Interior  Decorations. 

"Beautify  your  home  at  small  cost" — there  in  a  nut- 
shell is  the  central  argument  for  the  advertiser  of  these  goods 
to  amplify  upon. 

To  reach  the  rich,  it  is  not  so  necessary  to  harp  upon  the 
"small  cost"  feature,  but  in  order  to  impress  the  great  number 
of  people,  termed  "  the  masses,"  it  is  essential  to  speak  of  the 
gentle  manner  in  which  the  purse  strings  are  pulled  as  well  as 
the  appeals  to  taste  and  judgment  made  by  the  goods  themselves. 

Let  us  talk  about  pictures.     These  goods  do  not  move  with 


How  To  Accomplish  It.  159 

any  tremendous  hiirr}-.  They  move  slowly,  but  surely.  Con- 
siderable thought  is  given  to  a  purchase  long  before  the  pur- 
chase is  effected.  Even  a  washerwoman,  buying  a  seventy-five- 
cent  framed  picture  usually  buys  after  indulging  in  some  rumi- 
nations as  to  whether  her  purse  can  afford  the  outlay  and  as  to 
whether  the  work  of  art  will  be  hung  in  her  chamber  or  before 
the  flood  of  light  that  pours  in  from  her  parlor  window.  The 
sale  of  a  genuine  work  of  art — something  that  runs  up  in  the 
scores  or  hundreds  of  dollars — is  ordinarily  effected  after  a  great 
deal  of  consideration  and  talk  on  the  part  of  the  buyer,  his  fam- 
ily and  friends. 

Local  newspaper  advertising  will  help  the  sale  of  pictures. 
This  advertising — in  fact  all  picture  advertising — should 
have  good  descriptions  of  the  subjects  advertised — whether  fig- 
ures or  landscapes — whether  oil  paintings  or  engravings,  etc. 
Prices  should  not  be  overlooked  and  the  introduction  to  the 
items  should  suggest  the  opportunities  to  exercise  taste  and 
thrift — the  importance  of  the  sale  to  the  home-furnisher  about 
to  put  the  season's  home  to  rights  and  talk  after  this  order. 

High-grade  "  opening  "  and  "  announcement  "  cards  can  be 
sent  with  propriety  and  results  at  certain  seasons  of  the  year. 

Let  us  talk  about  tv all  paper.  Here  is  a  line  of  merchandise 
that  certainly  cannot  be  classed  among  the  "swift  sellers." 
Wall  paper  usually  moves  with  the  deliberation  of  a  messenger 
boy  reading  a  detective  story.  But  when  it  does  sell  it  sells  in 
fair  quantities  and  at  fair  profits.  It  sells  greatest  in  spring 
when  warm  weather  homes  are  being  prepared  and  papered  and 
in  the  fall  when  cold  weather  homes  are  undergoing  the  same 
process.  During  these  periods  advertising  should  be  briskest. 
Newspaper  advertising  is  the  advertising.  A  booklet,  speaking 
intelligently  of  wall  paper  and  such  like  needs  as  you  may  carry- 
in  stock,  distributed  to  the  families  whose  trade  you  desire  is  a 
sensible  bit  of  advertising  work. 

Let  us  talk  about  interior  decorations  generally.  Exceed- 
ingly clever  and  catchy  talks  about  "color  schemes,"  "har- 
monious ejQfects,"  "  pleasing  decorative  arrangements,"  etc.,  can 
be  made  in  the  columns  of  your  town  newspaper — which  talks 
will  be  read  and  commented  upon  by  many  of  your  best  citizens 


160 


Successful  Advertising" 


and  citizenesses.  "  Interior  decorations"  is  a  term  that  embraces 
about  everything  that  can  be  done  in  a  home  with  curtains, 
tapestries,  portieres,  rugs,  carpets,  wall  paper,  panel  effects, 
mantel  studies,  pictures,  cozy  corners,  etc.,  as  well  as  every  pos- 
sible arrangement  of  furniture.  If  you  have  a  person  in  your 
store  who  has  some  ability  in  this  line  give  him  local  fame 
by  advertising  his  attainments  in  your  newspaper  advertise- 
ments. This  will  give  your  establishment  a  personality  and 
your  business  an  impetus.  Instead  of  your  store  being  sim- 
ply a  place  it  becomes  an  institution— where  color  is  a  study — 
where  art  is  given  due  consideration — where  cheer}-  and  com- 
fortable homes  are  contemplated  with  reverence  and  where 
money  cannot  but  flow  in  ! 


Beautify  Your  Home  at  Small  Cost! 


Framed  Pictures! 


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Cast  your  eyes  along 
this  list  and  see  how  it 
interests  you : 

Imported  Tapestry— 
50  inches  wide— the 
S2.(X)  kind—  reduced 
this  week  C,  ^f^ 
at  per  yard      "P^-oy 

Three-Fold  Screens— 
In  oak,  white  enamel 
or  mahogany  —  with 
tinished  frames  — 
wt>rth  90  cents  >mf\r 
each  for  .    .    .     y"^« 

Lace     Curtains  —  the 
fl.&O    kind—      j~ 
special   at—      «pI.IO 
per  i)air 


Wall  Paper! 

On  this  subject  we 
could  talk  a  pageful. 
Our  workmen  are  ex- 
pert workers— quick, 
intelligent  and  with 
an  eye  for  artistic  ef- 
fects. Let  us  estimate 
on  papering  your 
room  or  house. 

This  week  we  are 
offering  two  great 
values  in  wall  paper  at 

IOC.  and  I2>^C. 
per  roll. 


Smith,  Smith  &  Company. 


How  To  Accomplish  It. 


161 


Advertising  Fish  and  Meat  Markets. 

The  butcher  or  fish  dealer  who  carries  plentiful  varieties 
in  his  line,  who  gives  prompt  deliveries,  who  has  a  clean,  brisk, 
business-like  and  wholesome  atmosphere  about  his  market 
should  advertise  these  facts.  In  this  day  and  age  it  is  foolish 
for  him  to  "  hide  his  light  under  a  bushel  " — to  have  no  adver- 
tising beyond  his  store  and  delivery  wagons. 

Charles  Dickens  could  write  about  edibles  in  a  way  that 
would  make  the  reader  hungry.  The  average  butcher  or  fish 
retailer  may  not  be  able  to  express  himself  on  paper  with  the 
fluency  of  Dickens,  but  he  has  a  few  ideas  on  tap  as  to  what  is 
good  to  eat.  If  he  can  get  anywhere  near  expressing  these 
ideas  in  his  local  paper  he  can  stir  up  the  appetites  of  his 
patrons,  and  incidentally  their  purses.  If  he  fails  altogether  in 
expressing  himself  on  paper,  the  business  end  of  the  publication 
will  gladly  help  him  out.  If  necessary  it  may  delegate  a  good 
reporter  to  write  up  the  advertising. 

At  any  rate  advertising  should  be  done.  The  publicity 
should  be  studied,  continuous,  consistent,  and  cumulative  ad- 
vertising in  the  local  paper.  Advertising  helps  all  kinds  of 
retail  business,  why  not  his  ? 

If  it  is  ham  that  is  to  be  talked  about,  write  up  something 
like  this  : 


Sugar  Cured  Hams.  TlFeatS- 

the  choicest    from    Western  farms.     Every 
ham  perfectly  cured,  therefore    savory  and 
palatable  to  a  gratifying    degree.      ■»  —  y-r 
A  Saturday  special  at  per  pound      *5^* 


162  Successful  Advertising 

If  the  features  are  members  of  the  finny  tribe  here  is  an  idea  : 


Friday's  Fish  Features 
In  Smith's  Fish  Market! 

Columbia    River    Salmon.— Very 

best      quality — meaty,     palatable, 
nutritious  and  satisfying — 
Friday's  price  per  can  .  .  .      14C. 

Extra     Norway    Mackerel. — Fine 
white  fat  fish,  heads  and  tails  cut 
off — if  you  like  mackerel  you 
will  like  these— 10  lbs.  for  $1.80 

Imported     Sardines. — Packed    in 
olive  oil — plump    and    luscious — 
very  choice   and  at  this  price 
a  great  value,  per  can  ...      1  Ic. 


Smith,  Smith  &  Co, 


The  two  best  days  in  the  week  to  advertise  are  Thursday 
evening  (for  Friday)  and  Friday  evening  (for  Saturday).  Satur- 
day is  the  week's  best  business  day,  as  people  then  buy  supplies 
enough  to  last  them  until  Monday.  *'  Friday  Features"  and 
"  Saturday  Specials"  should  be  given  particular  attention  in  the 
advertising.  Specials  also  could  be  gotten  up  with  advantage  at 
Thanksgiving,  Christmas,  New  Year's  and  all  holidays. 


How  To  Accomplish  It.  163 


Introductions  for  Retail  Advertising. 

An  introduction  should  be  clear,  crisp  and  convincing.  It 
should  win  the  attention,  then  hold  it.  Oceans  of  ink  have 
been  trailed  across  paper  in  order  to  give  telling  introductions, 
but,  after  all,  here  is  the  style  most  in  evidence  :— 

SPRING  SILK  SHOWINGS. 

This  spring  excels  all  others  in  its  great  num- 
ber of  dainty  designs  and  immense  assortment 
of  silks.  The  world's  fashion  wits  have 
exceeded  all  former  efforts  in  the  beautiful 
patterns,  rich  and  charming  colorings,  as  well 
as  excellence  in  fabrics.  See  our  great  assort- 
ments.    Our  prices  appeal  to  all  thrifty  buyers. 

Occasionally,  for  the  sake  of  variety,  you  will  see  an  effort 
in  the  papers  after  this  order : — 

SPRING  SILK  SHOWINGS. 

This  Spring's  Showing  Surpasses  all  Productions  of 
Past  Seasons — Dainty  Designs  and  Immense  Assort- 
ments Have  Been  Produced— The  World's  Fashion  Wits 
Have  Surpassed  Their  Best  Efforts  in  Beautiful  Patterns 
and  Captivating  Colorings— Excellence  in  Fabrics  also 
a  Feature— Our  Assortment  and  Prices  Will  Please  You. 

Why  the  "pyramid  "  style — such  as  many  newspapers  use 
in  headlining  news  features— is  not  used  more  extensively  is 
something  I  do  not  understand.  For  this  style  head  sticks  out 
like  a  sore  thumb  and  flashes  its  points  on  the  reader  at  once.  It 
does  not  take  up  so  much  room  either.     Here  is  how  it  goes  :— 

SPRING  SILK  SHOWINGS. 

This    Season's     Productions     Surpasses    all    Previous 
Spring    Efforts— Dainty    Designs   a    Feature— Im- 
mense   Assortments    Have     Come    From    the 
World's      Fashion      Centres  —  Captivating 
Colorings  and  Beautiful  Patterns  Here 
in    Abundance  —  Our    Assortment 
and    Prices  Will  Please   You. 


164 


Successful  Advertising 


From  time  to  time,  in  looking  through  the  many  ads  of 
many  papers  you  will  meet  this  style— not  a  half  bad  style  of 
set  up  either  : — 


SPRING 

SILK 

SHOWINGS. 


This  Spring  excels  all  others  in 
its  great  number  of  dainty  designs 
and  immense  assortment  of  silks. 
The  world's  fashion  wits  have  ex- 
ceeded all  former  efforts  in  the 
beautiful  patterns,  rich  and  charm- 
ing colorings  as  well  as  excellence 
in  fabrics.  See  our  great  assort- 
ments. Our  prices  appeal  to  all 
thrifty  buyers. 


We  all  know  how  a  box  will  throw  a  display  line  or  cut 
in  bold  relief.  Good  advertisers  are  liberal  users  of  boxes,  and 
here  is  an  instance  of  a  box  arrangement : 


This  Spring  excels  all  others 
in  its  great  number  of  dainty 
designs  and  immense  assort- 
ment of  silks.  The  world's 
fashion  wits  have  exceeded  all 
former  efforts  in  the  beautiful 
patterns,  rich  and  charming 
colorings,  as  well  as  excellence  in  fabrics.  See  our 
great  assortments.  Our  prices  appeal  to  all  thrifty 
buyers. 


SPRING 

SILK 

SHOWINGS. 


How  To  Accomplish  It.  165 


Advertising   Schemes. 


WHAT  BRIGHT  RETAILERS  AND 
KEEN  ADVERTISERS  LOOK  FOR! 


THEY  HAVE  BROUGHT  BRISK 
BUSINESS  AND  WILL  AGAIN  1 


Some  of  the  most  successful  business  bringing  schemes 
evolved  are  herewith  presented.  They  have  been  tried  by  well- 
known  advertisers  and  not  found  wanting.  If  your  business 
needs  a  tonic,  try  one  of  these  ideas.  They  have  been  carefully 
compiled  from  the  files  of  The  Retailer  and  Advertiser^  and  are 
herewith  submitted  with  every  confidence  in  their  efficacy. 

ANNIVERSARY. 

The  Star  Store,  New  Bedford,  Mass.,  gave  away,  on  their 
fourth  anniversary,  four  hundred  dollars'  worth  of  beautiful 
souvenirs,  consisting  ot  bric-a-brac,  decorated  cups  and 
saucers,  fancy  plates,  etc.,  to  those  purchasing  a  dollar's 
worth  of  goods- 

"  The  Economy  "  Store,  Scranton,  Pa.,  gave  away  seven 
hundred  dollars  in  gifts  at  their  twelfth  birthday  anniversary. 
On  entering  the  store  each  patron  received  a  ticket  on  which 
was  printed  a  number.  Each  ticket  was  numbered  consecu- 
tively so  there  were  no  two  tickets  numbered  alike,  and  as 
one  walked  into  the  store  he  would  see  articles  of  furniture 
each  bearing  different  numbers .  He  would  keep  on  walking 
until  he  found  the  piece  of  furniture  which  bore  a  number 
corresponding  to  the  number  on  his  ticket.  That  piece  of 
furniture  belonged  to  him.  To  those  who  did  not  find  a 
piece  of  furniture  bearing  their  numbers,  a  handsome  pres- 
ent was  given  on  the  day  following. 


1G6  Successful  Advertising 


BAKERY. 


Colby's  Modern  Bakery,  Washington,  D.  Coffered  "moon 
flies"  (toys  for  children),  free  with  each  loaf  of  bread  on  a 
certain  date. 


BANKING  BY  MAIL. 


Charles  H.  Ravell,  of  the  advertising  department  of  the 
Chicago  Record- Herald,  originated  a  plan  for  making  de- 
posits in  savings  banks  by  mail,  the  general  adoption  of 
which,  he  believed,  would  be  mutually  advantageous  to 
depositors  and  banking  institutions.  "The  banks,"  said 
Mr.  Ravell,  "  can  make  it  easy  and  profitable  for  the  public 
to  save  money.  The  newspaper  advertising  can  make  it 
easy  for  the  wage-earner  to  get  a  pass  book  and  open  an 
account.  The  express  companies  through  their  branch 
offices,  can  get  the  money  to  the  banks.  The  pass  book  is 
the  key  to  the  situation,  and  it  must  be  slightly  changed 
and  an  important  addition  made  to  it.  In  the  back  of  the 
pass  book  now  in  general  use  in  savings  banks  there  can  be 
printed  a  series  of  coupons  in  duplicate,  with  the  right  hand 
coupon  made  detachable  from  the  book.  The  depositor 
makes  his  own  bank  entry  upon  both  coupons  (date, 
amount,  etc.),  tears  out  the  right  hand  coupon  and  buys  an 
express  or  postal  order  for  a  like  amount  and  mails  both  to 
the  bank,  which  returns  a  postal  receipt  next  day,  after 
crediting  the  account  numbered  the  same  as  the  coupon  that 
was  sent  with  the  money.  With  this  form  of  coupon  there 
is  little  chance  for  error.  This  book  can  be  used  either 
for  depositing  in  penson  or  depositing  by  mail."  Mr.  Ravell 
thought  that  the  adoption  of  this  plan  would  give  the  banker 
the  first  chance  at  the  pay  envelope  of  the  wage-earner  in- 
stead of  the  last,  as  is  generally  the  case,  owing  to  the  fact 
that  few  of  them  are  able  to  get  to  a  bank  during  banking 
hours. 


How  To  Accomplish  It.  167 

BOOKS. 

The  Moore  Book  and  Stationery  Co.,  Topeka,  Kan.,  gave 
away  a  ten  cent  book-holder  with  everj'  purchase  made  at 
their  store. 
CARPETS,    RUGS. 

Wilder's  store,  Montreal,  Canada,  gave  a  carpet  sweeper 
to  purchasers  of  a  carpet  or  rug  to  the  amount  of  twenty- 
five  dollars. 


CIGARS. 


The  United  Cigar  Stores  Co.,  New  York  City,  gave  a  coupon 
with  every  cigar  sold— five  of  which  could  be  exchanged  for 
a  valuable  certificate  at  any  of  their  stores. 

B.  S.  Cooban,  Cigars,  Chicago,  111.,  sent  out  an  envelope 
on  which  appeared  the  words  :  "  A  good  thing  inside. ' '  The 
"  good  thing  "  proved  to  be  a  circular  piece  of  green  card- 
board, on  which  was  printed  "  Good  for  one  Weapon  Cigar, 
if  presented  by  an  adult,"  and  the  name  and  address  of  the 
firm.  Enclosed  with  this  was  a  circular  letter  soliciting 
patronage. 

A  neat  little  trade-drawer  from  the  Burg  Cigar  Co.,  New 
Ulm,  Minn.,  was  one  of  their  "  Blizzard"  cigars  wrapped 
in  a  gilt  foil  and  tied  to  a  small  card  3x5  inches  in  size, 
on  which  the  following  appeared:  "A  man  chooses  the 
girl  who  is  nice  and  '  different '  from  other  girls  just  like 
the  smokers  choose  the  '  BHzzard  '  Cigar  because  it  is  good 
and  different  from  other  cigars."  This  was  enclosed  in  a 
pasteboard  box,  the  outside  of  which  prettily  illustrated  the 
"  Blizzard  "  cigar. 

The  Frisch  Cigar  Store  Co.,  New  York,  offered  to  give  a 
ladies'  or  gentleman's  umbrella— valued  at  three  dollars— 
upon  surrender  of  punched  coupons  representing  total  pur- 
chases of  ten  dollars.  To  enable  purchasers  to  take  ad- 
vantage of  this  offer  the  Company  gave  coupons  -  ranging 


168  Successful  Advertisini^ 

from  five  cents  to  seven  dollars  and  fifty  cents— with  the 
amount  of  purchase  punched  out.  Fractions  of  five  cents 
were  punched  at  the  next  highest  figure. 

The  R.  &  W.  Jenkinson  Co.,  Pittsburg,  Pa.,  issued  a  neat 
booklet  containing  sixteen  pages,  advertising  cigars.  The 
cover  of  this  booklet  was  of  gray  paper,  with  the  figures  of 
two  jesters  sitting  outside  the  wall  of  a  city,  smoking  cigars 
and  talking  over  beer.  The  front  page  of  the  cover  had  a 
flap  half  the  width  of  the  booklet,  which  folded  over  the 
back  cover.  The  inside  pages  were  devoted  to  giving  price 
lists  of  the  diflferent  brands  of  cigars,  with  the  labels  used 
with  those  brands,  and  comments  on  the  cigars  which  the 
booklet  advertised. 

R.  Nete  Ellis,  St.  Joseph,  Mo.,  is  a  very  aggressive  cigar 
advertiser.     Here  are  some  of  his  ideas  once  told  : 

"  I  zinc-lined  all  the  wall  cases  and  placed  moistening 
trays  in  them  and  of  course  put  moisteners  in  the  show  case. 
I  have  a  six-chair  marble  shining  stand  in  the  rear  room  now 
and  give  a  free  shine  to  every  purchaser  of  one  ten  cent 
cigar  or  two  five  cent  ones,  I  bulletin  the  base  ball  games 
of  the  Western  League  on  a  black  board  in  the  store,  and 
when  the  St.  Joseph  team  plays  out  of  town  I  give  the  re- 
port by  innings.  Of  course  great  interest  is  taken  in  the 
home  team  when  away,  so  my  bulletin  enables  the  boys  to 
come  to  this  store  and  enjoy  a  good  cigar  while  fanned  by 
electricity, , with  leather-cushioned  settees  to  save  their 
I  trousers,  and  plenty  of  ice  water. ' ' 

Mr.  R.  Nete  Ellis,  of  St.  Joseph,  Mo.,  also  used  for  adver- 
tising his  cigar  store  one  of  his  bright  ideas  called  a  "  Pipe 
Dream."  He  had  made  out  of  half-inch  lumber  a  wedge- 
shaped  box  5  feet  long,  the  ends  of  which  were  6x6  and 
15  X  15  inches  respectively.  The  small  end  had  a  peep- 
hole of  about  i>^  inches  in  diameter  and  the  other  end  a 
mirror,  which  made  it  look  a  mile  long.  The  inside  of  the 
box   was  painted  jet  black.      A  twenty-four  candle-power 


How  To  Accomplish  It.  169 

incandescent  light  about  a  foot  from  the  larger  end,  and 
suspended  from  the  lid,  furnished  the  light.  The  outside  of 
the  box  was  painted  white  to  match  the  woodwork  in  the 
windows.  He  suspended  the  box  in  the  window  by  means 
of  wire  from  the  ceiling,  allowing  the  smaller  end  to  rest 
against  the  window  glass  just  high  enough  to  admit  a 
straight  view  through  the  peep-hole.  A  card  over  the  box 
and  against  the  window  pane  bore  the  words,  "Look 
Here  ;  A  Pipe  Dream  ! ' '  The  inside  of  the  box  was  nicely 
arranged  with  nice  pipes,  French  briars  and  meerschaums, 
the  centerpiece  in  the  rear  being  a  handsomely  carved  meer- 
schaum pipe  in  case,  bearing  its  price,  $15-00.  He  fastened 
pipes  to  the  sides  by  means  of  hooks  screwed  in  the  walls, 
fastening  the  pipes  to  them  by  means  of  rubber  bands.  A 
few  cans  of  choice  smoking  mixtures  finished  the  display. 
The  "Pipe  Dream"  furnished  something  to  attract  passers-by; 
and  every  hour  in  the  day  crowds  were  seen  standing  in  front 
of  the  store  viewing  the  "  Pipe  Dream,"  or  else  were  heard 
asking  people  whether  they  had  seen  the  "  Pipe  Dream  "  at 
the  Nete  Cigar  Store. 
CLOTHING. 

The  Union,  Columbus,  O.,  gave  a  knife  with  every  purchase 
of  a  boy's  suit. 

A.  Schradzki,  Peoria,  111.,  gave  away  a  pencil  box  with 
every  purchase  of  a  boy's  suit. 

B.  Nugent  &  Bro.,  St.  Louis,  Mo.,  gave  a  genuine  pigskin 
Rugby  football  with  every  boys'  five-dollar  suit,  reefer  or 
overcoat. 

The  Utica  Clothiers,  Des  Moines,  la.,  gave  away  a  pair  of 
hardwood  stilts  to  purchasers  of  a  two  dollar  and  a  half  suit 
for  boys. 

The  Hub,  Milwaukee,  Wis.,  once  gave  a  nickel-plated 
watch  with  every  five-dollar  purchase  in  their  boys'  and 
children's  department. 


170  Successful  Advertising 

Sol.  Schloss  &  Co.,  Monmouth,  111.,  gave  away  at  an 
opening  a  beautifully  decorated  plate,  and  also  a  knife  with 
every  purchase  of  a  boy's  suit. 

The  F.  W.  Humphrey  Co.,  St.  Louis,  Mo.,  boomed  their 
boys'  clothing  department  by  giving  a  ping-pong  set  with 
every  boys'  five-dollar  suit  or  overcoat. 

"  Nicoll,  The  Tailor,"  Kansas  City,  Mo.,  once  advertised  to 
give  away,  during  a  ten-day  period,  a  pair  of  trousers  with 
each  twenty,  twenty-five,  twenty-eight  or  thirty-dollar  suit 
of  clothing. 

The  Worcester  Credit  Co.,  Worcester,  Mass.,  in  one  of  their 
ads,  said  they  would  give  a  rebate  of  a  dollar  to  the  person 
cutting  out  that  ad  and  presenting  it  when  a  suit  or  over- 
coat was  purchased. 

Campbell's  (Clothiers)  Pittsburg,  Pa.,  gave  an  "Eclipse" 
watch  to  the  purchaser  of  a  man's  suit  at  seven  and  a  half 
dollars  or  over,  and  a  "Yankee"  watch  with  ever^-  pur- 
cha.se  of  a  boy's  suit  at  three  and  half  dollars  or  over. 

The  Continental  Clothing  House,  Oshkosh,  Wisconsin, 
once  upon  a  time  gave  away  a  handy  carry-all  with  each 
boy's  suit.  Each  carr}'-all  consisted  of  a  book  carrier,  pencil 
case  and  ruler  combined.  It  was  nicelj^  finished  ofi"  and 
fitted  with  a  lock. 

Mose  Cohen,  the  popular  clothier,  of  Dayton,  Ohio,  gave 
free  open  air  concerts  to  the  citizens  of  his  town.  So  did  Ber- 
nard M.  Wolflf  ("  My  Clothier"),  Hanover  Street,  Boston. 

The  August  Clothing  Co.,  Topeka,  Kan.,  once  gave  a  hat 
free  with  each  suit  of  clothes  purchased  on  that  day. 

Moses  Cohen,  Dayton,  Ohio,  once  gave  away  twenty  dollars 
in  prizes  to  the  boys  and  girls  of  Dayton,  after  this  method: 
He  offered  ten  prizes  of  two  dollars  each  to  any  ten  boys  and 
girls  who  wrote  for  him  the  best  advertisements  for  his 
children's  department.  The  ads  were  to  contain  not  more 
than  twenty  lines,  and  not  over  ten  words  in  a  line.  The 
judges  were  the  experts  on  the  advertising  stafi"s  of  the 
Dayton  newspapers,  and  the  contest  lasted  four  weeks. 


How  To  Accomplish  It.  171 

The  Crews-Beggs  Dry  Goods  Co.,  Pueblo,  Colo.,  sent  out  to 
twentj'-two  hundred  boys — whose  names  and  addresses  they 
secured  from  the  city  school  records— a  circular  to  the  effect 
that  with  any  purchase  of  a  boy's  suit  selling  from  a  dollar 
and  ninety-five  cents  to  the  young  men's  fine  fifteen-dollar 
suits  there  would  be  given  free  a  ticket  of  general  admission 
to  the  Great  Roman  Forum  and  one  ticket  each  for  the 
Electric  Theatre  and  the  play  of  the  Yellow  Kids.  These 
tickets  could  be  exchanged  for  tickets  to  any  of  the  other 
entertainments  where  the  tickets  cost  the  same. 

The  Ark,  Colorado  Springs,  Colo.,  once  gave  away  six 
hundred  and  seventy-five  dollars  in  cash.  They  had  a  cer- 
tain amount  of  goods,  put  up  in  seventy-five  hundred  pack- 
ages, containing  men's,  women's,  and  children's  clothing, 
and  they  were  sold  at  one  dollar  each.  A  number  of  these 
packages  contained  an  order  for  a  certain  amount  of  money. 
For  instance,  one  package  called  for  one  hundred  dollars  in 
cash,  another  for  fifty  dollars,  etc.  The  person  who  bought 
the  largest  number  of  packages  received  twenty-five  dollars. 

Weitzenkorn  &  Son,  Pottstown,  Pa.,  had  about  five 
hundred  Pottstown  boys  turn  out  for  the  gift  distribu- 
tion thus  detailed  in  the  Pottstown  papers : 

"  FREE    DISTRIBUTION   OF   AIR    SHIPS    AT    WEITZENKORN'S. 

We  w^nt  a  whole  bunch  of  boys  to  be  at  hand  in  front  of 
our  store  at  ten  o'clock  sharp,  rain  or  shine.  There  is 
going  to  be  something  doing.  We  are  going  to  shoot 
twenty-five  tops  into  the  air  from  one  of  our  air  ships.  Each 
boy  who  is  fortunate  enough  to  get  one  of  the  tops,  should 
bring  it  to  our  store  and  get  an  air  ship  that  will  do  the 
same  thing.  We  do  this  so  as  to  keep  in  the  good  graces  of 
the  boys  and  to  introduce  this  wonderful  mechanical  toy, 
which  we  give  away  with  boys'  suits." 

Hartzell's,  Youngstown,  O.,  gave  an  IngersoU  watch  to  the 
purchaser  of  a  three  dollar,  or  over,  suit  or  overcoat  for  a  day. 

Brill  Bros.,  the  New  York  clothiers,  once  got  up  an  adver- 


172  Successful  Advertising 

tising  scheme  in  the  shape  of  a  turquois  blue  poster  about 
four  by  eight  and  a  half  inches  in  size.  On  one  side  was 
printed:  "Boys'  Suits  Free.  Our  Boys'  and  Children's 
Department  is  where  you  fit  out  two  boys  for  what  it  usually 
costs  you  to  fit  out  one  in  most  stores,"  etc  On  the  other 
side  was  announced  a  scheme  for  the  boys.  To  the  five 
schoolboys  who  drew  the  five  best  pictures  in  their  show 
windows  they  offered  the  following  prizes  :  Five  dollars 
for  the  best  drawing,  four  dollars  for  the  next  best,  three 
dollars  for  the  third  best,  two  dollars  for  the  fourth  and  a 
pair  of  boy's  dollar  knee  pants  for  the  fifth. 

Block  Bros.,  St.  Joseph,  Mo.,  once  issued  a  particularly 
good  booklet,  advertising  Union  Made  men's  clothing.  It 
was  compiled  with  the  idea  of  winning  the  trade  of  mem- 
bers of  various  unions.  It  contained  only  eight  pages,  and 
it  had  a  cover.  The  back  cover  extended  a  little  over  an 
inch  beyond  the  pages  of  the  booklet  and  folded  over  the 
front.  This  flap  was  held  down  by  a  red  paster.  The  best 
feature  of  the  booklet  was  the  illustrating.  The  cuts  were 
half-tones  from  photographs  of  living  models.  Now  here 
is  the  point,  the  models  were  well-known  as  labor  leaders 
of  St.  Joseph.  The  idea  of  getting  well-known  local  men 
to  act  as  models  for  showing  off"  good  points  of  clothing  is  a 
mighty  good  one.  Of  course,  we  have  seen  in  many,  many 
ads  the  pictures  of  Roosevelt,  Schley,  Sampson  and  other 
great  men,  but  I  do  not  know  of  another  instance  where 
pictures  of  men,  well  known  locally,  have  been  used  to 
advertise  a  store. 


COA] 


The  Kansas  City  Coal  and  Coke  Co.,  Kansas  City,  Mo.,  in 
order  to  advertise  their  Fiber  Kindling  once  gave  a  free  trial 
box  with  each  order  for  domestic  coal.  In  each  box  were 
ten  kindlers— enough  to  start  ten  fires. 


How  To  Accomplish  It.  173 

CREDIT. 

Wildberg's  Store,  Pittsburg,  Pa.,  offered  beautiful  presents 
to  their  credit  customers.  A  beautiful  pearl  and  gold  pen 
was  given  to  the  purchaser  of  fifty  dollars'  worth  of  goods, 
on  which  one  dollar  and  a  half  was  paid  down.  The  pur- 
chasers of  a  hundred  dollars'  worth  of  goods  (and  who  paid 
two  dollars  and  a  half  down)  were  given  gilt  and  enamelled 
clocks.  On  a  hundred  and  fifty  dollar  sale  (on  which  five 
dollars  were  deposited)  a  silver  set,  consisting  of  coffee, 
sugar  and  cream  dishes,  was  given.  They  also  gave  a  couch 
when  ten  dollars  were  paid  on  a  hundred  dollar  purchase. 

DOLLS    AND   TOYS. 

Arreson  Mercantile  Co  ,  Grand  Forks,  N.  D.,  once  offered 
to  give  a  large  doll  to  the  person  making  the  largest  purchase 
of  dry  goods  during  a   certain  day. 

White's  Toy  Store,  Columbus,  O.,  on  an  opening  day  pre- 
sented each  patron  with  an  illustrated  souvenir  book.  They 
also  gave  a  set  of  four  pictures  with  every  fifty  cent  purchase. 

DRUGS. 

Schaefer's  Cut  Price  Drug  Store,  Omaha,  Neb.,  gave  a  match 
scratcher  with  the  bottle  of  kidney  or  liver  cure  purchased. 

The  Owl  Drug  Store,  Kansas  City,  Mo.,  once  gave  a 
good-sized  bottle  of  Ed.  Oulettes's  celebrated  perfume  to 
each  of  their  customers. 

The  Owl  Drug  Company,  Sacramento,  Cal.,  once  gave  away 
coupons  with  every  twenty-five  cent  purchase.  The  person 
who  held  the  coupon  bearing  a  certain  number  received  a 
beautiful  Shetland  pony  with  a  stylish  basket  cart  and  russet 
harness. 

Eugene  A.  Pfefferle,  the  reliable  druggist  of  New  Ulm, 
Minn.,  during  a  fireman's  convention  in  that  town  arranged 
a  window  show  display  to  catch  the  firemen's  attention.  He 
had  a  "  Brownie  "  fire  company  working  on  a  house  through 


174  Successful  Advertising^ 

which  an  alcoholic  blaze  was  coming,  and  real  water  was 
poured  on  the  house  through  a  roof  hose.  The  scene  was 
reported  as  ver>'  attractive. 

Eugene  A.  Pfefferle,  "  Reliable  Druggist,"  of  New  Ulm, 
Minn.,  is  one  of  those  advertisers  who  sees  the  advantage 
of  keeping  up  with,  and  in  fact  a  trifle  in  advance  of  the 
times.  The  fortieth  anniversary  of  the  Indian  Massacre  at 
that  place  he  observed  by  sending  out  an  aluminum  pin  tray 
bearing  a  handsome  picture  of  the  Indian  monument.  This 
tray  was  given  with  every  purchase  of  Mr.  Pfefferle' s  head- 
ache tablets  and  cough  cure. 

The  C.  A.  Ivowe  Drug  Co.,  Old  Town,  Me.,  once  printed 
a  rebus  in  the  daily  papers  and  offered  fifteen  prizes  to  the 
people  who  solved  it  correctly.  The  only  condition  in  enter- 
ing this  contest  was  that  the  participant  purchased  a 
twenty-five-cent  bottle  of  toilet  cream.  They  gave  five  dol- 
lars for  the  first  correct  answer,  one  dollar  each  for  the  next 
three,  fifty  cents  each  for  the  next  three,  twenty-five  cents 
for  the  three  next  and  a  bottle  of  toilet  cream  to  the  next 
five. 

The  City  Drug  Store,  Delhi,  N.  Y.,  once  advertised  that 
they  would  pay  two  dollars  for  the  largest  specimen  of  any 
kind  of  an  apple  sent  them  before  a  certain  time.  The  apples 
entered  in  the  contest  were  displayed  in  their  show  windows. 

Johnson  &  Johnson,  Charlottetown,  P.  E.  I.,  druggists, 
once  issued  on  a  cardboard  about  eight  by  ten  inches  in  size, ' 
a  directory  of  Charlottetown  physicians.  The  greater  part 
of  the  card  was  taken  up  by  the  directory  and  the  remainder, 
to  an  advertisement  for  Johnson  &  Johnson.  The  list  of 
doctors'  names  was  alphabetically  arranged.  It  gave  the 
telephone  number,  address  and  office  hours.  A  cord  was 
fastened  to  the  top  of  the  card.  A  little  hook,  with  which 
to  hang  it  up  was  also  sent  with  the  request  that  the  direc- 
tory be  hung  near  the  telephone.     Messrs.  Johnson  &  John- 


How  To  Accomplish  It.  1T5 

son  sent  them  to  all  public  buildings,  hotels,  etc.,  and  their 
directory-  seemed  to  be  much  appreciated  by  their  customers- 
On  the  card,  they  gave  their  own  telephone  number  and 
said :  "  Ring  us  up  and  we  will  send  to  any  part  of  the  city 
for  your  prescription  and  return  it  to  you  correctly  and 
neatly  compounded." 

DRY  GOODS. 

The  W.  R.  Bennett  Co.,  Omaha,  Neb.,  advertised  the  day 
before  "  Flag  Day  "  that  with  each  twenty-five  cent's  worth 
of  merchandise  bought  anywhere  in  the  store  they  would 
give  a  muslin  printed  flag,  thirteen  by  eight  inches,  with  a 
twenty-two  inch  long  staff. 

FEMININE  GARMENTS. 

R.  A.  McWhirr  &  Co.,  Fall  River,  Mass.,  once  advertised 
that  they  would  make  up  walking  skirts  free  of  charge,  if 
bought  from  a  certain  kind  of  material. 

Vogel  Brothers,  New  York,  once  advertised  that  they 
would  give  away  a  handsome  silver  souvenir  to  every  pur- 
chaser in  their  ladies'  suit,  skirt  or  cloak  departments.  The 
souvenir  was  one  of  the  Whiting  Manufacturing  Co.'s 
make,  and  was  given  in  celebration  of  the  opening  of  the 
ladies'  department. 

In  Bamberger's  Retail  Establishment,  Newark,  N.  J., 
during  a  fall  opening,  ten  lady  models  held  a  reception  in 
the  ladies'  suit  department.  They  wore  the  handsomest 
garments  the  store  had  on  exhibition.  These  models,  of 
course,  were  able  to  show  off  to  the  best  advantage  the 
style  and  beauty  of  the  garments. 

The  Star  Store,  New  Bedford,  Mass.,  once  upon  a  time 
enlivened  trade  by  giving  free  with  ever>'  child's  cloak  pur- 
chased during  that  sale,  a  handsome  dressed  or  kid  body 
doll,  and  with  every  girl's  jacket  bought  a  handsome 
trimmed  hat  worth  a  dollar  and  a  half. 


176  Successful  Advertising* 

FURNITURE. 

A.  Samuel,  Topeka,  Kan.,  tried  the  plan  of  giving  a  hand- 
some rocker  with  a  ten-dollar  purchase. 

W.  E.  Heskett,  Columbus,  O.,  advertised  to  give  a  five- 
dollar  cotton-felt  mattress  free  with  every  folding  bed. 

The  People's  Furniture  Co.,  Crookston,  Minn.,  gave  with 
every  purchase  of  a  sideboard,  a  work  basket  or  a  lunch 
basket. 

The  People's  Outfitting  Co.,  Detroit,  Mich.,  offered  a  hand- 
some mahoganj'  parlor  rocker  with  every  purchase  of  ten 
dollars  or  over. 

The  People's  Outfitting  Co,  Detroit,  Mich.,  gave  a  gilt 
parlor  cabinet  of  four  shelves  with  ever>'  purchase  of  ten 
dollars  or  over  during  a  sale. 

The  National  Furniture  Co.,  Indianapolis,  Ind.,  tried  the 
idea  of  giving  a  beautiful  quartered  oak  center  stand  with  a 
five-dollar  purchase. 

Lockhart  &  Stoddart,  Montreal,  Canada,  gave  a  good  sub- 
stantial spring  and  a  white  cotton  mattress  to  each  purchaser 
of  an  iron  bed. 

The  Straus  Furniture  and  Carpet  Co.,  Chicago,  111.,  gave 
a  choice  of  a  handsome  rug  or  a  beautiful  upholstered  parlor 
chair  to  the  purchaser  of  twenty-five  dollars'  worth  of  fur- 
niture. 

C.  H.  Robinson  gave  for  a  limited  time  a  tapestry  brussels 
carpet  with  every  purchase  of  a  parlor  suit.  He  also  gave  a 
five  piece  parlor  suit  with  everj'  piano  purchased  at  his  store 
at  Woonsocket,  R.  I. 

Stumpf  &  LanghafF,  Milwaukee,  Wis.,  gave  a  beautiful 
be  veiled-edge  French  plate  mirror,  mounted  on  a  handsome 
wrought  iron  frame  easel,  with  every  purchase  to  the  amount 
of  a  dollar  or  over. 

The  Standard  Furniture  Co.,  Seattle,  Wash.,  gave  four 
prizes  to  the  four  children  who  sent  them  the  best  rhymes 


How  To  Accomplish  It.  177 

about  their  ' '  Buck  ' '  ranges.  The  first  prize  was  a  miniature 
"Buck"  range — the  second,  a  dresser — the  third,  a  desk, 
and  the  fourth,  a  cart. 

The  Gu}'  Furniture  Co.,  Worcester,  Mass. ,  printed  a  coupon 
in  their  daily  advertisements  which  could  be  exchanged  at 
their  store  for  a  numbered  ticket.  The  ticket  was  good  for 
a  chance  on  a  fifty-five-dollar  "Acorn  "  range. 

N.  G.  Valiquette,  Montreal,  Que.,  printed  three  coupons 
in  his  advertisement  which  entitled  holders  to  a  certain  dis- 
count on  purchases.  The  first  coupon  was  good  for  two 
dollars  on  the  purchase  price  of  any  parlor  table  which  sold 
regularly  for  five  dollars  or  over.  The  second  coupon  was 
good  for  five  dollars  on  a  twenty-Sve-dollar  parlor  suite. 
The  third  entitled  the  holder  to  ten  dollars  on  a  fifty-dollar 
parlor  suite. 

The  Coombs  &  Gilbert  Furniture  Co.,  Haverhill,  Mass., 
once  had  a  number  of  pieces  of  coal  in  a  basket  in  their 
window  and  stated  that  they  would  give  a  ton  of  coal  to  the 
person  who  guessed  the  correct  number  of  pieces  of  coal  in 
that  basket.  On  a  certain  day  the  coal  was  counted  in  the 
window  and  in  case  two  or  more  persons  guessed  the  cor- 
rect number  the  coal  was  divided  equally  among  them. 


GENERAL. 


Edmundson,  Perrine  Co.,  Pittsburg,  Pa.,  gave  a  clock  worth 
two  dollars  with  every  fifteen-dollar  purchase  during  a  cer- 
tain week. 

Phelan's  Store,  Galesburg,  111.,  had  a  sale  in  the  notion  de- 
partment where  they  gave  an  aluminum  dressing  comb  with 
every  purchase. 

The  big  department  store  run  by  the  Harris-Emory  Com- 
pany, in  Des  Moines,  Iowa,  once  started  a  house  organ, 
known  as  the  Corner  News. 

L.  S.  Plant  &  Co.,  Newark,  N.  J.,  gave  a  box  of  seven 
assorted  colored  crayons,  or  a  pretty  pen-holder  with  pen  to 


12 


178  Successful  Advertising: 


the  youngster  who  bought  five  cents  or  more  worth  of  mer- 
chandise. 

I.  N.  Martin,  Peoria,  111.,  gave  a  nice  oak  ruler  "  free  for 
the  asking  "  to  school  children.  When  they  brought  a  note 
from  their  teacher  they  could  get  enough  for  their  school- 
room. 

The  Broadway  Department  Store,  Los  Angeles,  Cal., 
printed  a  small  coupon  in  their  advertisement  which  enti- 
tled the  holder  to  a  rebate  of  twenty-five  cents  on  a  pair  of 
"American  Lady  "  corsets. 

With  every  twenty-five  cent  purchase  made  at  his  store, 
Reed  Hurlbut,  Des  Moines,  la.,  gave  during  a  certain 
period,  a  ticket  entitling  the  holder  to  a  chance  on  a  nine 
hundred  dollar  automobile. 

H.  A.  Meldrum  Co.,  Buffalo,  N.  Y.,  advertised  that  dur- 
ing a  certain  week  they  would  cut  to  measure  any  kind  of 
garment  desired  from  material  selected  at  their  store  if  it 
costs  not  less  than  ten  cents  per  yard. 

McCarthy's  establishment,  Seattle,  Wash.,  presented  an 
admission  ticket  to  the  Industrial  Street  of  the  Elk's  Car- 
nival, with  every  dollar  purchase,  and  an  admission  to  the 
Midway,  with  every  five-dollar  purchase. 

The  Broadway  Department  Store,.  Los  Angeles,  Cal.,  gave 
away  a  printing  press — complete  with  type,  ink,  roller  and 
tweezers  ("everything  necessary  to  open  up  a  thoroughly 
modern  print  shop  ")  to  every  purchaser  of  a  boy's  two 
dollar  and  ninety-eight  cents  suit. 

Atha  &  Atha,  Pittsburg,  Pa.,  gave  tickets  to  each  custo- 
mer making  a  purchase  of  twenty-five  cents  or  over.  All 
customers  who  held  tickets  to  the  amount  of  ten  dollars  and 
who  furnished  them  with  a  good  photograph  obtained  a 
portrait  in  water  color  or  crayon  free. 

Schipper  &  Block,  Peoria,  111.,  gave  with  ever>' dollar's 
worth  of  school  books  or  supplies,  the  choice  of  a  brass-edged 
twelve-inch  ruler,  or  an  ice  cream  soda.     They  also  gave 


How  To  Accomplish  It.  179 

one  of  the  famous  "  Zimmerman  "  kites  with  every  purchase 
ranging  from  twenty-five  cents  to  one  dollar. 

The  Old  Bee  Hive,  Burlington,  la.,  offered  to  give  away 
two  hundred  dollars  in  prizes  to  persons  guessing  the  nearest 
to  the  number  of  kernels  of  corn  in  a  glass  jar  which  had  been 
placed  in  the  store.  Each  purchaser  was  entitled  to  a  guess. 
The  kernels  were  counted  by  a  disinterested  party  and  the 
person  who  guessed  nearest  the  number  received  one  hun- 
dred dollars — the  two  next  nearest  to  the  number  received 
each  twenty  dollars— the  three  next  ten  dollars  each  and  the 
next  six  received  five  dollars  apiece. 

Crawfords  Retail  Establishment,  St.  Louis,  Mo.,  gave  a 
ticket  free  to  the  New  West  Heights  Garden  with  every 
purchase  made  at  their  store  during  a  certain  period. 

The  Big  Boston  Store,  Salt  Lake  City,  Utah,  offered  a 
22  X  32-inch  oil  painting  with  every  five-dollar  purchase 
during  a  certain  time.  They  said  :  ' '  We  have  engaged  the 
services  of  the  world's  greatest  lightning  artist  to  paint 
these  pictures  in  our  window  for  a  limited  time." 

W.  W.  Kyle,  Pulaski,  Pa.,  sent  out  a  neat  little  advertis- 
ing novelty  in  the  shape  of  a  metal  match  box.  At  the  top 
was  a  hole  for  hanging  it  up  and  below  this  a  space  for  an 
advertisement.  A  piece  of  sand  paper  on  the  bottom  made 
it  complete. 

Hahiie  &  Co.,  Newark,  N.  J.,  presented  to  children,  who 
visited  their  store  on  a  certain  date,  with  the  following  school 
articles  :  A  pencil  box  with  lock  and  key — a  good,  polished 
pencil  with  rubber  tip — a  composition  book — a  box  of  colored 
chalk — a  pen  or  pencil  tablet,  and  a  twelve-inch  school  ruler. 

The  Church-Dodge  Co.,  Troy,  N.  Y.,  gave  free  ice  cream 
with  each  cash  purchase  amounting  to  fifty  cents  or  over. 

The  Broadway  Department  Store,  Los  Angeles,  Cal., 
once  took  two  complete  sentences  and  dissected  them — cut- 
ting each  word  out  of  a  duplicate  copy.  Then  they  mixed 
them  up,  taking  piece  by  piece,  and  pasting  them  on  a  sheet 


180  Successful  Advertising 

of  paper,  until  a  complete  mix  up  of  words  was  formed.  To 
the  boy  or  girl  sending  to  their  store  the  first  proper  arrange- 
ment of  these  words  they  offered  ten  dollars  in  gold. 

A,  B.  Matthew's  Sons,  Brooklyn,  N,  Y.,  offered  small  stick- 
pins to  children  sending  in  the  names  and  numbers  of  the 
schools  they  attended.  The  pin  formed  the  flag-pole  for  a 
pennant  made  of  red,  white  and  blue  celluloid.  On  one  side 
of  the  pennant  were  the  words,  "  Be  honest,  diligent  and 
courageous."  On  the  reverse  side  appeared  the  following: 
"  Education  is  the  salvation  of  the  nation."  The  name  of 
the  firm  was  under  these  words. 

A  coupon  was  once  given  with  every  twenty-five  cent  pur- 
chase at  H.  O.  Smith  &  Co.'s,  Crookston,  Minn.  These 
coupons  entitled  the  holder  to  a  guess  on  the  number  of 
cereals  contained  in  a  glass  jar  on  exhibition  in  their  window. 
A  few  weeks  later  the  seal  of  the  jar  was  broken  and  the 
contents  counted.  The  person  who  guessed  nearest  to  the 
exact  number  was  given  ten  dollars  in  trade  at  this  store. 

Beruhard  &  Geyer,  I^os  Angeles,  Cal.,  once  sent  out  an 
effective  advertising  curiosity  in  the  shape  of  a  legal-looking 
document,  which  when  taken  out  of  its  envelope  flashed  the 
word  "  Subpoena  "  upon  the  eye.  Its  outside  was  made  out 
as  a  summons  to  court,  bore  a  red  seal  (that  of  Bernhard  & 
Geyer),  and  was  tied  with  the  customery  red  tape.  The 
wording  was  very  clever,  and  the  notice  was  plainly  ' '  legal. ' ' 
It  was  signed  by  Bernhard  &  Geyer  and  witnessed  by  E.  X. 
Perience.  It  charged  the  person  to  whom  it  was  made  out 
to  appear  before  them  at  a  certain  titne. 

GENERAL    STORE    SALE. 

The  Boston  Store,  Worcester,  Mass.,  held  a  "Department 
Managers'  Sale,"  during  which  the  department  heads  gave 
away  a  handsome  piano  to  the  most  popular  school  teacher 
in  Worcester  County.  Ballots  for  voting  were  given  by  the 
clerk  from  whom  a  purchase  was  made.     The  name  of  the 


How  To  Accomplish  It.  181 

teacher  and  the  name  of  the  school  in  which  she  taught  were 
written  on  these  and  deposited  in  ballot  boxes.  Daily  were 
the  votes  counted  and  the  names  announced. 


GROCERIES. 


The  Nickel- Plate  Grocery  Co.,  Alliance,  O.,  once  gave  away 
(for  a  few  days  only)  boxes  for  kindling  with  each  order  for 
groceries. 

James  Butler,  grocer,  Brooklyn,  N.  Y.,  gave  a  set  of  table 
tennis  to  the  purchaser  of  a  dozen  packages  of  Malt  Break- 
fast Food. 

The  Joseph  H.  Bauland  Co.,  Brooklyn,  N.  Y.,  have  tested 
the  plan  of  giving  away  granulated  sugar  to  patrons  in  their 
grocery  department. 

The  Adams  Dry  Goods  Co.,  New  York,  gave  away  a  cake 
of  Croft's  chocolate  with  every  purchase  of  a  half-pound 
bottle  of  Croft's  cocoa. 

R.  H.  Bailey,  Saginaw,  Mich.,  gave  away  a  globe,  two 
Italian  gold  fish,  water  plant  and  pebbles  with  each  purchase 
of  a  pound  of  baking  powder. 

The  Great  Atlantic  and  Pacific  Tea  Co.,  Brooklyn,  N.  Y., 
once  gave  away  four  ladies'  lawn  handkerchiefs  to  pur- 
chasers of  their  teas,  coffees,  etc. 

The  Great  Atlantic  and  Pacific  Tea  Co.,  Brooklyn,  N.  Y., 
gave  away  a  diamond  steel-enameled  preserving  kettle  to  all 
purchasers  of  fifty  cents  worth  of  groceries. 

The  E.  C.  Hutchinson  Milling  Co.,  Trenton,  N.  J.,  gave 
five  dollars  in  prizes  to  each  of  the  five  ladies,  making  the 
best  loaves  of  bread  from  "  Better  Than  Gold  "  flour. 

Every  purchaser,  some  time  ago,  who  made  a  purchase  to 
the  amount  of  a  dollar  at  Haste's  Grocery  Store,  Eden  ton, 
N.  C,  was  presented  with  a  large  market  basket. 

The  Grand  Union  Tea  Company,  Aurora,  111.,  gave  a 
nickel  salt  and  pepper  shaker  with  each  purchase  of  a  pound 
of  fifty-cent  tea  and  two  pounds  of  twenty-five  cent  coffee. 


182  Successful  Advertising 

Frank  S.  York  &  Co.,  Bangor,  Maine,  once  advertised  that 
they  would  give  away  a  handsome  china  oatmeal  dish — 
decorated  in  gilt  and  printed  flower  design— to  every  pur- 
chaser of  a  certain  brand  of  rolled  oats. 

James  Butler,  who  operates  several  grocery  stores  in  New 
York,  gave  a  package  of  "Zu-Zu  "  ginger  snaps  to  the  pur- 
chaser of  a  pound  of  his  best  coffee  and  a  half  pound  of  his 
best  tea  at  the  regular  price  of  forty-three  cents. 

The  Nickel  Plate  Grocery  Co.,  Alliance,  Ohio,  once  upon  a 
time  gave  away  a  ticket  with  each  twenty-five  cent  purchase 
made  at  their  store — entitling  the  holder  to  a  chance  in 
either  of  thirty-two  prizes,  valued  at  sixty-five  dollars. 

The  Grand  Union  Tea  Store,  Bangor,  Maine,  once  held  a 
birthday  party  in  their  salesrooms,  during  which  a  handsome 
Japanese  tea  cup  and  saucer  were  presented  to  each  cus- 
tomer.    Light  refreshments  were  served  from  2  to  10  p.  m. 

G.  E.  Mitchell,  Detroit,  Mich.,  once  sold  a  brand  of  coffee, 
in  each  pound  package  of  which  was  one  letter  of  the  name 
of  the  brand.  Upon  the  return  of  five  tickets,  the  letters 
on  which  spell  the  name,  two  dollars  and  fifty  cents  in  gold 
was  given  the  holder. 

The  Columbus  Dry  Goods  Co.,  Columbus,  O.,  demon- 
strated their  "Egg  Baking  Powder"  by  serving  hot  muflSns 
made  from  this  baking  powder,  at  their  store,  and  on  two 
certain  days  they  gave  a  loaf  of  currant  bread  to  ever>'  pur- 
chaser of  a  half  pound  of  "Egg  Baking  Powder." 

The  Globe  Tea  Store,  Newbury  port,  Mass.,  once  advertised 
to  give  away  a  beautiful  mahogany  or  oak  parlor  rocker  or 
parlor  table  with  two  dollars  and  fifty  cents'  worth  of  tea  and 
cofiee  checks.  They  also  offered  to  give  a  pound  of  Mocha 
and  Java  coffee  with  every  pound  of  a  certain  brand  of  tea. 

In  order  to  test  the  merits  of  the  different  papers  in 
bringing  immediate  returns  to  their  advertisements,  S.  Hey- 
man  &  Co.,  Oshkosh,  Wis,,  published  once  in  each  paper 
carrying  their  advertising,  a  coupon  which  would  allow  the 


How  To  Accomplish  It.  183 

holder  to  a  special  price  of  twenty-five  cents  on  twelve  bars 
of  good  laundry  soap. 

The  Empire  Tea  and  Crockery  Co.,  Spokane,  Wash.,  in 
order  to  introduce  their  coffees,  teas  and  spices,  once  offered 
as  a  special  inducement  with  each  fifty  cent  purchase  two 
pounds  of  sugar  or  a  choice  of  a  large  number  of  pieces  of 
china,  crockery  and  glassware  displayed  at  their  store. 
With  each  dollar  purchase  they  gave  four  pounds  of  sugar 
or  any  piece  of  an  attractive  assortment  of  crockery  and 
glassware. 


HARDWARE. 


R.  C.  Reynolds,  Troy,  N.  Y.,  once  advertised  to  give  away 
a  barrel  of  Pillsbury's  best  flour  free  with  every  range  of  a 
certain  kind. 

A  pair  of  skate  straps  and  a  Winslow's  "  Eureka"  skate 
sharpener  was  given  to  boom  business  once  with  each  pair 
of  skates  bought  at  Ingersoll's  store,  New  York. 

In  order  to  increase  their  sales  of  "Hub"  ranges  Pink- 
ham  &  Willis  Co.,  Worcester,  Mass.,  once  offered  to  give 
away  one  barrel  of  ' '  Butterfly  ' '  flour  to  purchasers  of  one 
of  these  stoves. 

Geo.  M.  Dimmitt,  Des  Moines,  la.,  once  gave  a  complete 
set  of  the  celebrated  "Majestic"  cooking  ware,  made  of 
copper  and  enamel,  and  worth  seven  dollars  and  fifty  cents, 
to  every  purchaser  of  a  "  Majestic  "  range. 

The  Fair  Store,  Binghamton,  N.  Y.,  once  offered  three 
"  Buck  Junior"  ranges  to  the  three  girls  who  baked  the 
best  batches  of  biscuits.  The  baking  was  to  be  done  on  a 
"  Buck"  range  and  the  contests  were  to  be  decided  by  a 
committee  of  ladies. 

"  The  Household  "  Store,  New  Bedford,  Mass.,  once  gave 
away,  with  every  parlor  stove  sold  above  twelve  dollars,  a 
"  Bissell  "  carpet  sweeper  with   full   nickel   trimmings,  all 


184  Successful  Advertisin,§^ 

the  new  finishes  and  the  famous  "  Cyco  "  bearings— worth 
three  dollars  and  a  quarter. 

John  T.  Claugh,  Colorado  Springs,  Colo.,  once  advertised 
that  on  the  last  day  of  the  year  a  drawing  would  take  place 
for  one  of  his  "  Great  Majestic  Steel  Ranges."  One  ballot 
was  given  free  of  charge  to  each  family  and  the  ballots  had 
to  be  deposited  before  December  twenty-fifth. 


HATS. 


George  B.  Wells,  the  Philadelphia  hatter,  some  time  ago 
made  up  an  exceedingly  catchy  advertisement  by  printing 
at  the  top  of  his  announcement  a  double  half-column  half- 
tone of  one  of  his  attractive  hat  windows. 

D.  E.  Brackett  (Hatter),  Topeka,  Kan.,  offered  prizes 
amounting  to  twenty-five  dollars  to  the  persons  who  wrote 
the  best  rhymes  or  poems  on  the  Brackett  hat.  The  person 
who  wrote  the  best  rh5'me  received  five  dollars,  the  next 
best  three  dollars,  the  third  two  dollars,  and  the  next 
fifteen  a  dollar  apiece. 

Kaufman's  Downtown  Hat  Store,  New  York,  gave  to  their 
patrons  a  folder  representing  a  red  morocco  pocket-book 
with  strap,  which  contained  an  announcement  in  green, 
with  a  broad  border.  This  was  folded  twice  and  pasted  to 
the  inside  of  the  cover.  The  folded  ends  protruded  from 
the  cover  and  bore  a  striking  resemblance  to  greenbacks. 

A  very  novel  trade-drawer  came  from  Liberman,  the 
Clothier,  New  Castle,  Pa.  It  was  a  sheet  of  paper  about 
9x12  inches  in  size,  printed  in  white  on  black,  with  a  large 
black  space  in  which  there  was  cut  an  opening.  Through 
this  slit  was  stuck  a  small  bunch  of  straw.  Below  this,  in 
white,  appeared  the  following  : 

"Here's  a  Bunch  of  Straw."  Just  a  reminder  of  our 
Grand  Straw  Hat  Opening,  Friday,  May  9th.  Direct  from 
one  of  Baltimore's  Greatest  Straw  Works— thus  assuring 
bed-rock  prices.     A  chic,  choice,  complete  collection  of  the 


How  To  Accomplish  It.  185 

Swellest  Straw  Hats  ever  shown  in  New  Castle — from  the 
chip  sun  hat  to  the  unexcelled  imported  Panama.  The 
right  hat  for  the  right  head  at  the  right  price  here." 

This  circular  was  folded  and  enclosed  in  a  large  envelope 
which  had  the  words,  "Good  for  Man  or  Horse,"  printed 
across  the  top. 

HOTELS. 

Mr.  Hooper,  the  manager  of  the  Occidental  Hotel,  San 
Francisco,  Cal.,  presented  to  army  officers  sailing  for  Manilla 
what  appeared  to  be  books— each  with  the  title  "  The  Cap- 
ture of  Aguinaldo."  In  reality  each  book  was  a  flask 
filled  with  the  choicest  brandy. 

HOUSE    FURNISHINGS. 

Shipper  &  Block,  Peoria,  111.,  advertised  during  their 
"  White  Sale  "  to  hem  free  of  charge  any  purchase  of  table 
linen. 

F.  S.  Shooge,  Ashland,  Wis.,  once  gave  free  to  each  of  his 
patrons  a  lamp  costing  about  one  quarter  of  the  value  of  the 
goods  purchased. 

Hoyt-Kent-Sefton  Co.,  Cleveland,  O.,  during  a  certain 
period,  gave  a  child's  carpet  sweeper  with  ever>'  purchase 
of  a  "  Bissell ' '  sweeper. 

Frost  &  Atwood,  Fall  River,  Mass.,  advertised  that  up  to 
a  certain  date  they  w^ould  furnish  with  ice  every  purchaser 
of  one  of  their  refrigerators. 

Atha  &  Atha,  Pittsburg,  Pa.,  gave  a  palm  or  rubber  plant 
free  with  each  jardinere  sold  during  a  special  sale  of  fifty-six 
hundred  jardineres  that  ranged  in  price  from  thirty-eight 
cents  to  ten  dollars. 

Richardson  &  Grant,  Hardware  and  Crockery  Dealers,  Salt 
lyake  City,  Utah,  gave  free  with  every  purchase  of  five  dol- 
lars' worth  of  goods  a  ticket  to  the  famous  Ringling  Bros.' 
circus  while  the  show  v/as  in  town. 


186  Successful  Advertising 

The  Letertnan  Company,  Charlottesville,  Va.,  celebrated 
the  third  anniversary  of  their  ' '  Big  Store  ' '  by  giving  a  42- 
piece  hand-painted,  decorated  dinner  set  to  whoever  bought 
twenty-five  dollars'  worth  of  merchandise  during  the  month 
of  August.  This  amount  did  not  have  to  be  purchased  at 
one  time. 

The  Thompson  Shop,  New  Haven,  Conn. ,  once  offered  (in 
order  to  put  out  truthful  and  interesting  advertising)  to  give 
five  dollars  to  the  woman  who  mailed  them  the  greatest 
number  of  sane  questions  about  carpets  or  other  floor  cover- 
ings, before  a  certain  date.  These  questions  were  printed 
and  answered  in  one  of  the  New  Haven  papers. 

Nathan  &Skail,  Cleveland,  O.,  advertised  to  give  a  coupon 
book  to  every  purchaser  of  a  refrigerator — from  eight  dollars 
and  a  half  to  thirteen  dollars  and  seventy-five  cents.  These 
coupon  books  entitled  the  holder  to  two  hundred  and  fifty 
pounds  of  ice,  to  be  delivered  any  time  the  holder  so  desired. 
With  every  purchase  of  a  fourteen-dollar  refrigerator  they 
gave  a  coupon  book  for  five  hundred  pounds  of  ice. 

INSTALLMENTS. 

McClain,  Simpson  Co.,  Installment  House  Furnishers,  New 
York,  once  gave  away  a  handsome  footstool  pincushion  to 
each  visitor. 

Ludwig  Baunian  &  Co.,  New  York,  once  advertised  that 
they  would  give  a  seventy-five  dollar  infant's  crib  to  the 
person  who  would  send  in  the  greatest  number  of  words 
made  out  of  the  letters  which  appear  in  the  firm's  name. 

Friend's  Establishment,  Pittsburg,  Pa.,  once  offered  special 
inducements  to  their  credit  purchasers.  With  every  one 
hundred  dollars'  credit  purchase,  on  which  a  payment  of 
fifteen  dollars  was  made,  they  gave  a  guaranteed  lady's  or 
gentlemen's  gold-filled  watch.  With  every  fifty  dollar  pur- 
chase, on  which  a  first  payment  of  ten  dollars  was  made,  a 
plush  case  of  Roger  s  silver  tableware,  comprising  one  half 


How  To  Accomplish  It.  187 

dozen  each  of  knives,  forks,  teaspoons  and  tablespoons. 
With  smaller  purchases  of  twenty-five  dollars,  a  parlor  rug 
was  the  premium,  and  with  purchases  of  fifteen  dollars  a 
framed  picture  was  given. 

JEWELRY. 

Schrive's,  Yonkers,  N.  Y.,  once  offered  to  give,  without 
charge,  a  gold  ring  to  any  child  under  one  year  of  age  if 
taken  there  by  the  parent. 

The  Harris  Jewelry  Co.,  Norfolk,  Va.,  once  advertised  to 
give  away  a  gold  watch  to  the  most  popular  school  teacher  of 
that  city.  The  advertisement  stated  that  no  purchase  was 
necessary  to  entitle  one  to  vote.  A  coupon  was  printed  in 
their  advertisements,  in  which  the  name  and  address  of  the 
teachers  were  to  be  written. 

H.  V.  Monahan,  Brooklyn,  N.  Y.,  once  advertised  that  he 
would  give  away  a  handsome  gold  ring  to  any  person  open- 
ing an  account  of  twenty-five  dollars  or  over  at  his  store. 
These  rings  were  set  with  "Parisian"  diamonds,  rubies, 
turquois,  etc. 

Rees,  the  optician  and  jeweler,  Binghampton,  N.  Y.,  adver- 
tised during  a  holiday  season,  that  until  Christmas  he  would 
give  free  to  every  purchaser  of  goods  a  sterling  silver  thimble. 

Castelberg,  the  jeweler,  Washington,  D.  C,  once  displayed 
a  picture  of  an  ace,  queen,  king,  jack  of  diamonds,  and  a 
jack  of  hearts  in  his  newspaper  ad.  The  heading  reads: 
"  Diamonds  are  trumps  at  Castelberg's." 

LAUNDRY. 

Cleaver's  I^aundry,  Los  Angeles,  Cal.,  offered  five  dollars  in 
cash  to  the  boy  or  girl  sending  in  the  best  catch  phrase 
containing  not  over  seven  words  about  their  laundry  work. 
The  Iroquois  Laundry,  86  West  Twelfth  Street,  New 
York,  sent  out  a  blotter  which  was  a  very  fair  representa- 
tion of  a  colored  cuff.  There  was  a  space  left  on  the  cuff  for 
the  firm's  advertisement. 


188  Successful  Advertising 

LIQUORS. 

R.  H,  Macy  &  Co.  gave  a  jug  free  with  ever>'  purchase  of 
whiskey. 

MEAT  MARKET. 

In  the  show-window  of  Alexander's  Meat  Market,  Oxford, 
Pa.,  was  once  placed  a  large  candle.  The  customer  who 
guessed  the  nearest  number  of  hours  and  minutes  it  would 
burn,  was  presented  with  his  or  her  choice  of  any  article 
displayed  in  the  window.  Another  prize,  of  "  Oxford  Star 
Ham"  was  given  to  the  person  who  guessed  the  nearest 
number  of  customers  buying  in  the  store,  or  guesses  made 
in  the  candle  contest,  between  certain  dates. 

MEN'S  FURNISHINGS. 

The  Under-Price  Store,  Peoria,  111.,  gave  a  collar  button  free 
with  every  one  purchased. 

Baere  &  Co.,  Cohoes,  N.  Y.,  gave  a  linen  collar  with  every 
purchase  of  a  colored  shirt  once  upon  a  time. 

The  Hocker-King  Dry  Goods  Co.,  Denison,  Tex.,  gave  a 
bristle  hair  brush  with  every  purchase  amounting  to  a  dol- 
lar or  more  in  their  men's  department. 

At  Cotterell's  store,  Denver,  Colo.,  was  once  given  during 
a  neckwear  sale,  a  stylish  scarf-pin  to  every  purchaser  of  a 
dollar  scarf.  Both  the  scarfs  and  the  pins  were  displayed  in 
a  show-window. 

The  Freeman  Church  Co.,  Hartford,  Conn.,  once  upon  a 
time  advertised  that  they  would  allow  fifty  per  cent,  dis- 
count on  all  half-dollar  neckties  during  a  certain  period,  pro- 
vided the  purchasers  brought  in  the  advertisements  clipped 
from  the  newspaper. 

MILLINERY. 

Shultz  Millinery  Store,  St.  Paul,  Minn.,  once  offered  to  give 
away  any  one  of  six  different  styles  in  millinery  with  pur- 
chases ranging  from  two  to  seven  dollars. 


How  To  Accomplish  It.  189 

The  Paris  Millinery  Co.,  Salt  Lake  City,  Utah,  gave  every 
purchaser  of  a  dollar's  worth  of  goods  a  chance  on  a  five 
hundred  and  fifty  dollar  "  Franklin  "  piano. 

The  Leon  Millinery  Co.,  San  Francisco,  Cal.,  once  held  a 
sale  of  children's  hats.  The  day  on  which  it  was  held  was 
called  "Children's  Day,"  and  a  doll's  hat  was  given  free 
with  each  child's  hat  sold. 

Iv.  S-  Plaut  &  Co  ,  Newark,  N.  J.,  once  sent  through  the  mails 
dainty  miniature  hat  boxes— announcing  a  millinery  opening. 
The  color  of  the  box  was  maroon,  with  gold  border,  and  the 
name  plate  and  address  of  the  firm  were  stamped  in  gold 
upon  the  cover.  The  box  was  tied  with  pale  pink  baby 
ribbon,  and  contained  a  hat  supporter,  on  which  was  printed 
the  dates  of  the  opening.  The  address  of  the  recipient  was 
written  on  the  bottom  of  the  box. 

MUSIC. 

A.  D.  Matthews  Sons,  Brooklyn,  N.  Y.,  gave  one  copy  of  a 
popular  song  to  every  purchaser  of  three  copies  of  sheet 
music. 

The  Bartlett  Music  Co.,  Los  Angeles,  Cal.,  once  upon  a 
time  gave  a  rustic  rocker  to  the  first  purchaser  of  one  of 
their  "  Seville"  guitars. 

E.  B.  Guild  Music  Co.,  Topeka,  Kan.,  ran  an  ad  in  the  daily 
papers,  in  which  they  said  they  had  gotten  up  a  novel  puzzle. 
They  said  they  would  give  a  fine  ' '  Martin ' '  mandolin 
worth  twenty  dollars  to  the  person  solving  the  puzzle.  The 
puzzles  could  be  obtained  on  request  at  their  establishment. 

MUSIC  AND   MUSICAL  GOODS. 

The  Western  Music,  Seattle,  Wash.,  once  gave  a  ticket  with 
every  purchase,  and  on  it  was  shown  the  amount  of  the 
purchase.  Different  articles  were  given  to  the  holder  of 
tickets.  The  following  pieces  were  given  away  according 
to  an  advertisement : 


190  Successful  Advertising 

A  harmonica,  a  kazoo,  or  a  Jew's  harp  for  fifty  cents' 
worth  of  tickets. 

A  fifty -cent  "  Mesner"  harmonica  for  one  dollar's  worth 
of  tickets. 

A  fine  toy  piano  for  one  dollar  and  fifty-cents'  worth  of 
tickets. 

For  two  dollars  and  fifty-cents'  worth  of  tickets,  a  fine 
one-dollar  music  roll. 

For  five  dollars'  worth  of  tickets,  a  beautiful  two-dollar 
music  roll. 

For  fifteen  dollars'  worth  of  tickets,  a  fine  Millbure 
mandolin  worth  seven  dollars  and  fifty  cents. 

For  ten  dollars'  worth  of  tickets,  a  fine  accordion  worth 
three  dollars. 

For  ten  dollars'  worth  of  tickets,  a  good  violin  worth 
five  dollars- 

For  twenty  dollars'  worth  of  tickets,  a  good  guitar  worth 
seven  dollars  and  fifty  cents. 

NEWSPAPERS. 

The  Minerva  (O.)  News  Kodak  gave  a  watch  free  to  every 
person  sending  in  three  new  yearly  subscribers. 

The  Daily  Herald,  Salt  Lake  City,  Utah,  offered  to  give  a 
watch  valued  at  three  dollars  to  every  boy  who  secures  four 
new  subscribers  to  the  Herald. 

The  Weekly  Press,  Christchurch,  N.  Z.,  have  sent  out  some 
private  mailing  cards  with  interesting  photographs  of  peo- 
ple and  places  in  their  vicinity. 

The  San  Francisco  Bulletin  once  gave  to  each  want  ad 
patron  the  choice  of  three  beautiful  specimens  of  Bohemian 
glassware. 

The  Charlotte  (Mich.)  Tribune  advertised  that  they  would 
"■ive  a  raw-hide  buggy  whip  to  every  farmer  who  would  re- 
turn the  issue  in  which  the  ad  appeared. 

The  St.  Louis,  Mo.,  Star  sent,  free  of  expense,  fifteen 


How  To  Accomplish  It.  191 

thousand  boys  to  see  a  baseball  game  between  St.  Louis  and 
Boston,  at  National  League  Park.  In  a  supplement  they 
printed  a  coupon  which  was  used  for  that  purpose. 

The  Galesburg  (111.),  Mail  offered  a  beautiful  Schaff  Bros' . 
piano  to  the  young  lady  receiving  the  greatest  number  of 
votes— the  contest  being  conducted  on  the  following  lines :  At 
the  bottom  of  their  announcements  they  printed  a  coupon, 
good  for  a  vote  to  whoever  secured  a  copy  of  the  Mail. 

The  Davenport  (la.)  Democrat  advertised  to  send  two  ladies 
— one  from  Davenport  and  another  from  outside  the  city — 
who  are  employed  as  clerks,  school  teachers,  stenographers 
or  in  some  other  occupation,  and  who  reside  with  their 
parents  on  a  trip  to  Europe.  A  coupon  in  each  issue  of  the 
Democrat  entitled  the  holder  to  a  vote  for  the  most  popular 
ladies. 

The  Charlottesville  (Va.)  Progress  printed  a  list  of  eight 
quotations  from  one  of  Shakespeare's  plays  and  gave  a 
box  containing  five  seats  for  the  play,  "The  Taming  of 
the  Shrew,"  to  the  person  who  correctly  gave  the  play  and 
act  from  which  these  quotations  were  selected.  The  next 
four  successful  contestants  received  two  reserved  seats  each. 

The  Los  Angeles  Times,  Los  Angeles,  Cal.,  sent  some  time 
ago  a  neat  little  thermometer  accompanied  by  the  following 
letter:  "We  send  you  by  mail  to-day,  with  our  compli- 
ments, a  little  souvenir  of  Southern  California— a  thermom- 
eter mounted  on  the  native  orange  wood  and  decorated  with 
certain  information  respecting  the  progress  of  Los  Angeles 
and  the  greater  Progress,  proportionately,  of  its  representative 
newspaper.  The  Los  Angeles  Times.  We  trust  that  you 
may  find  a  place  in  your  ofiice  to  hang  it  w^here  it  may  often 
remind  you  of  the  fact  that,  though  published  in  the  land  of 
sunshine  where  temperature  varies  but  little  the  year  round, 
circulation  and  advertising  in  The  Times  mount  ever  higher 
and  higher.  The  record  is  a  remarkable  one  and  will  inter- 
est YOU." 


192  Successful  Advertising 

'  The  Colorado  Springs  (Col )  Gazette,  once  gave  away  a 
Spider  Stanhope  worth  two  hundred  and  fifty  dollars  to  the 
most  popular  lady  visitor  in  El  Paso  county,  A  year's 
subscription  to  the  Gazette,  seven  dollars,  entitled  the  sub- 
scriber to  one  thousand  votes.  The  lady  who  received  the 
largest  number  of  votes  received  the  carriage.  The  Gazette 
also  oflfered  three  prizes  to  the  most  popular  lady  employee 
in  El  Paso  County.  They  printed  an  order  blank  in  each 
issue  of  the  Gazette  for  subscriptions  to  that  paper.  For 
twelve  months'  subscription  the}-  allowed  one  thousand 
votes.  The  first  prize  was  a  magnificent  Crown  Piano.  Tl:e 
second  prize  was  an  Edison  Triumph  Phonograph,  and  the 
lady  who  received  the  third  highest  number  was  entitled  to 
a  chainless  bicycle. 

The  Spokane  (Wash.),  Spokesman-Review  oS&r&AtviO  thou- 
sand dollars  in  prizes  to  its  advertising  patrons.  It  placed 
coupons  with  seventeen  of  the  leading  merchants  of  Spokar.e, 
and  every  advertiser  in  the  Spokesman-Review  was  entitled 
to  a  coupon  with  a  fifty-cent  purchase — which  allowed  him 
a  chance  on  the  various  prizes.  The  contest  was  an  estimate 
on  the  number  of  new  classified  advertisements  that  appea.red 
in  the  Spokesman- Review  between  August  20th  and  Novem- 
ber loth.  There  were  fifty  prizes  in  all.  The  first  prize  of 
five  hundred  dollars  was  a  savings  bank  account  with  the 
Spokane  and  Eastern  Trust  Co.  The  second  prize  was  a 
fine  "Weber"  piano — worth  five  hundred  dollars.  The 
third  prize  was  a  three  hundred  dollar  carriage  from  the 
repository  of  the  Shaw-W^ells  Company.  And  so  on  through 
a  long  list  of  valuable  premiums  down  to  a  five-dollar  ping- 
pong  set. 

A  coupon  Avas  for  some  time  printed  in  each  issue  of  the 
Tacoma  (Wash.)  Ledger,  which  entitled  the  holder  to  a  vote 
as  to  who  was  the  most  popular  young  lady  employee  of  a 
Tacoma  business  house.  The  contest  lasted  for  two  weeks. 
At  the  end  of  that  time  the  young  lady  who  received  the 


How  To  Accomplish  It.  193 

largest  number  of  votes  received  from  the  Ledger  free  trans- 
portation from  Tacoma  to  Cohasset  Beach  and  return  and 
two  weeks'  board  at  Pinehurst,  the  famous  summer  resort. 

When  the  Mansfield  (Ohio)  News  gave  their  ninth  annual 
outing  to  the  children  at  Mansfield  the  outing  was  held  at  a 
park  near  Mansfield,  and  the  News  issued  tickets  entitling 
children  between  the  ages  of  five  and  fifteen  to  a  ride  to  and 
from  the  park.  In  addition  to  this  they  had  badges  bearing 
the  American  flag,  also  Ninth  Annual  News  Outing, 
Sherman-Heineman  Park,  Mansfield  O.,  and  the  date  of  the 
outing.  An  article  printed  in  the  News  the  day  following 
the  outing  stated  that  these  badges  were  seen  everywhere- 
The  children  had  free  lemonade  served  to  them  while  the 
city  band  made  exquisite  music  for  their  enjoyment. 


OPENING. 


Menter,  Rosenbloom  &  Co.,  Columbus,  O.,  gave  a  pretty 
floral  souvenir  to  every  woman  who  attended  a  Fall 
opening. 

Kaufman,  Myers  &  Co.,  Galveston,  Tex.,  once,  during  the 
Easter  Opening  Week,  gave  a  handsome  needle  case,  which" 
contained  a  handsome  assortment  of  all  kinds  of  needles,  to 
all  ladies  who  visited  their  store. 


OPTICAL  GOODS. 


The  San  Diego  Optical  Co.,  San  Diego,  Cal.,  once  advertised 
that  they  would  guarantee  all  corrections  in  their  eye  glasses 
for  two  years,  and  that  they  would  make  any  changes  ne- 
cessary inside  this  time  free  of  charge. 

J.  M.  Crawford,  optician,  San  Diego, Cal.,  once  offered  to 
examine  the  eyes  and  give  spectacles  free  to  the  poor  of  his 
vicinity  if  they  brought  a  note  from,  or  were  accompanied  by 
some  reliable  person  who  stated  that  they  were  worthy  and 
unable  to  pay  for  glasses.  Two  pairs  were  also  given  when 
required. 


13 


194  Successful  Advertisins^ 

PERFUMERY. 

The  Leader,  Spokane,  Wash.,  gave  a  bottle  of  "  Elysian  " 
Quadruple  Perfume  to  each  purchaser  of  a  dollar's  worth 
of  goods. 

PHOTOGRAPHIC   SUPPLIES. 

The  G.  D.  Scott  Co.,  Nanaimo,  B.  C,  gave  away  a  "  Brownie" 
camera  with  every  purchase  amounting  to  ten  dollars. 

PHOTOGRAPHS. 

D.  McCarthy  &  Sons,  Syracuse,  N.  Y.,  once  offered  to 
enlarge  a  photograph  for  anj'-  purchaser  who  bought  a 
dollar's  worth  of  goods.  Here  is  an  idea,  which  almost 
any  photographer  should  be  able  to  interest  almost  any 
neighboring  merchant  in,  to  the  advantage  of  both. 

The  Eisfeld  Clothing  Co. ,  Bloomington,  111.,  once  gave  with 
each  cash  purchase  a  coupon  for  the  amount  of  the  sale. 
Ten  dollars  in  coupons  presented  at  their  store,  with  a  good 
clean  photograph,  entitled  the  owner  of  the  coupons  to  one 
6x6  inch  portrait  medallion  of  the  photograph  submitted 
with  the  coupons. 

PIANOS  AND   MUSICAL  INSTRUMENTS. 

The  Weaver  Organ  and  Piano  Co.,  York,  Pa.,  sent  two 
postal  cards  to  some  one  person  in  a  country  town.  They 
wanted  agents  to  handle  their  organs.  One  of  these  cards  had 
a  representation  of  a  wagon  being  driven,  with  an  organ  on 
the  hind  part.  This  is  part  of  the  argument  which  accom- 
panies the  illustration  : 

"  That  horse  and  wagon  idea  we  hinted  at  in  our  last  is 
worth  a  trial  if  you  are  not  already  engaged  in  that  line  of 
work.  It's  the  ideal  way  to  sell  organs.  And  don't  you 
know  that  notes  from  the  better  class  of  country  people, 
payable  at  their  nearest  bank,  are  easier  collected  and  more 
promptly    paid   than   city   leases?     You  discount   them  at 


How  To  Accomplish  It.  105 

your  own  bank  and  tiie  banker  does  the  collecting.  An 
occasional  note  comes  back  unpaid  for  you  to  lift,  but  these 
are  either  renewed  for  a  short  term  or  collected  by  mail.  It 
is  the  most  satisfactory  part  of  our  retail  trade.  One  horse 
will  draw  your  wagon." 

PICTURES. 

A  framed  copy  of  the  picture  entitled  "  The  Young  Mother," 
was  given  with  every  purchase  amounting  to  one  dollar  or 
over  during  a  certain  period  at  the  Detroit  Art  Co.,  Detroit, 
Mich. 
PRINTING. 

The  Lotus  Press,  New  York,  once  issued  a  little  book, 
entitled  "Booklets,"  in  which  they  brought  out  some  of 
the  advantages  of  advertising  through  the  use  of  a  booklet. 
This  booklet  was  accompanied  by  the  following  letter  from 
The  Lotus  Press  : 

' '  No  matter  what  you  may  require  in  printing,  you  are 
likely  to  find  samples  here,  properly  classified  in  sample 
books. 

The  Lotus  Press  can  be  a  great  help  to  you  by  designing 
the  work  and  furnishing  the  necessary  ideas,  and  relieving 
you  of  worry  and  trouble. 

We  are  fully  equipped  for  doing  all  kinds  of  neat  and 
tasteful  business  and  professional  printing. 

We  would  like  to  have  a  visit  from  you." 

Langley  &  Sons,  printers,  London,  England,  once  sent  out 
some  very  attractive  caleiidars  the  first  of  the  year.  A 
space  was  cut  out  of  the  middle  of  the  card  and  a  handsome 
photogravure  was  pasted  on  the  back,  so  that  the  card  made 
a  frame  for  the  picture.  A  small  calendar  was  fastened  in 
the  lower  right-hand  corner  of  the  card. 
RAILROAD. 

The  Santa  Fe  R.  R.  gave  free  melons  to  excursionists  to 
Rocky  Ford,  Colo  ,  on  "Watermelon  Day." 


196  Successful  Advertising 

REAL    ESTATE. 

The  Eastern  Land  Co.,  Buffalo,  N.  Y.,  advertised  to  give 
away  five  thousand  dollars  in  valuable  presents — consisting 
of  tons  of  coal,  barrels  of  flour,  ladies'  and  gentlemen's 
watches,  etc.,  in  connection  with  an  auction  sale  of  building 
lots. 

H.  C.  Kinsman,  Colorado  Springs,  Colo.,  once  placed  a 
thousand  dollars  in  three  jars.  Every  purchaser  of  real 
estate  was  allowed  a  guess  as  to  the  amount  of  money  con- 
tained in  either  of  the  jars.  The  person  w4io  guessed  near- 
est to  the  amount  of  mone}^  contained  in  one  of  the  three 
jars  received  the  thousand  dollars. 

Wood,  Harmon  &  Co.,  Pittsburg,  Pa.,  once  gave  awa}' 
five  thousand  dollars  in  a  clever  advertising  scheme.  Thej^ 
sent  five  hundred  balloons  up  in  the  air  in  the  down-town 
districts.  A  coupon,  good  for  five  dollars,  twenty-five  dol- 
lars, fifty  dollars,  one  hundred  dollars  or  two  hundred  dol- 
lars, as  part  payment  on  a  lot  at  Westwood,  was  attached 
to  each  of  these  balloons. 

The  West  Atlantic  Land  Co.,  Atlantic  City,  N.  J.,  sent  out 
an  impressive  booklet  entitled  ' '  West  Atlantic — Venice  of 
America — the  Queen  Shore  City."  The  booklet,  which  was 
about  six  inches  by  nine  and  three-quarter  inches  in  size, 
was  printed  in  brown,  on  super-calendered  paper,  had  a 
gray  cover,  and  was  tied  with  a  gray  silk  cord.  On  the  first 
page  of  the  cover  was  a  scene  from  Venice,  also  the  title  em- 
bossed in  red  and  gray.  The  West  Atlantic  Land  Co.  intend 
to  make  Atlantic  City  the  ''Venice  of  America,"  and  illus- 
trated this  booklet  by  an  occasional  three-color  plate,  show- 
ing wl:at  the  city  will  be  like  after  they  have  taken  hold  of 
it  and  remodeled  it.  This  booklet  reflected  great  credit  on 
the  Weeks  Photo  Engraving  Co.,  of  Philadelphia,  whose 
imprint  and  work-mark  appeared  on  the  second  page. 


How  To  Accomplish  It.  197 

SCHOOLS. 

The  Kells  School,  New  York,  sometime  ago  got  up  a  booklet 
about  three  and  one-quarter  inches  by  six  inches  in  size,  ad- 
vertising their  method  of  teaching  shorthand,  typewriting 
and  office  practice.  On  the  outside  of  the  cover,  which  was 
of  gray  paper,  printed  in  black,  was  the  picture  of  a  Reming- 
ton typewriter.  Among  the  other  things  in  the  reading 
matter  was  a  paragraph  telling  of  the  merits  of  the  Reming- 
ton typewriter,  which  said  that  "  It  is  the  Remington  which 
is  used  in  the  Kells  school."  Messrs.  Wyckoff,  Seamans  & 
Benedict,  upon  inspecting  this  booklet,  immediately  sent  as 
a  present  to  Mr.  Kells,  several  thousand  copies  of  a  booklet 
advertising  the  Kells  School.  The  booklet  contained  exactly 
the  same  matter  as  that  of  the  original  brochure,  but  was 
given  the  benefit  of  the  experience  in  high-class  booklet 
making  of  the  Remington  advertising  man. 


SHOES. 


Holstead  &  Grant  gave  a  fine  red  ball  with  every  purchase 
of  a  pair  of  shoes. 

The  Cyclone  Store,  Parkersburg,  W.  Va.,  gave  free  hosiery 
with  every  pair  of  men's,  women's  or  children's  shoes 
bought  during  a  specified  period. 

Woodin's  Shoe  Store,  Great  Falls,  Mont.,  gave  twenty 
dollars  away  to  the  family  who  bought  the  greatest  number 
of  shoes  during  a  certain  month. 

The  Rochester  Clothing  and  Shoe  Co., Mansfield,  O.,  once 
gave  a  pair  of  men's  or  women's  two  dollars  and  fifty-cent 
shoes  with  every  ten-dollar  purchase. 

Furman's  Shoe  House,  Topeka,  Kan.,  pushed  business 
once  by  giving  a  pair  of  rubbers  with  each  cash  purchase  of 
a  pair  of  ladies'  or  misses'  shoes  over  a  dollar  and  fifty  cents. 

M.  A.  Krug,  Erie,  Pa.,  once  gave  a  coupon  with  every 
dollar  purchase  at  his  shoe  store  entitling  the  holder  to  a 
chance  on  a  three  hundred  and  fifty-dollar  "  Colby  "  piano. 


198  Successful  Advertising 

The  Wakefield  Cash  Store,  Bloomington,  111.,  printed  cou- 
pons in  the  Bloomington  daily  papers  which  entitled  each 
holder  to  twentj^-five  cents  off"  on  any  pair  of  shoes  at  two 
dollars  and  over. 

The  Dee-Stanford  Shoe  Co.,  Ogden,  Utah,  once  gave  away 
a  four  hundred  and  fifty-dollar  "  Schubert  "  piano.  They 
gave  a  coupon  with  every  one-dollar  purchase,  which  enti- 
tled the  holder  to  a  chance  on  this  piano. 

Phillip  E.  Rice,  Corinth,  N.  Y.,  advertised  that  he  would 
give  avvaj'  a  Chautauqua  writing  desk  and  blackboard. 
With  every  pair  of  boys*  or  girls'  shoes  he  gave  a  numbered 
coupon  entitling  the  holder  to  participate  in  the  drawing. 
The  boy  or  girl  who  held  the  lucky  coupon  was  given  the 
desk. 

Sliorey  &  Cutter,  Bangor,  Me.,  once  gave  away  one  dollar 
bills  to  the  boys  and  girls  of  that  city.  They  gave  one  dol- 
lar in  cash  with  every  tenth  pair  of  shoes  costing  one  dollar 
or  more.  In  order  that  everj'one  received  an  equal  chance 
they  placed  the  bill  in  the  left  shoe,  and  the  right  one  was 
shown  or  tried  on. 

Schlagel's  Shoe  Store,  Pomeroy,  O.,  once  got  up  a  ver>'  in- 
teresting and  novel  shoe-string  sale.  A  pair  of  shoe  strings 
were  sealed  up  in  an  envelope,  with  a  coupon  calling  for  a 
prize — ranging  all  the  way  from  another  pair  of  shoe  strings 
to  a  pair  of  shoes — and  the  package  sold  for  five  cents.  One 
day  one  ad  in  one  paper  sold  six  hundred  packages. 

The  "Union  Store,"  Parker.sburg,  W.Va.,  once  had  a  cou- 
pon shoe  sale  in  order  to  determine  which  of  the  papers  in 
which  they  advertised  brought  them  the  best  results.  The 
coupon  and  the  name  of  the  paper  it  appeared  in  was  duly 
advertised.  This  coupon  entitled  the  holder  to  a  discount  of 
twenty  per  cent,  on  the  regular  price  of  a  pair  of  shoes. 

Albert  White  (slioes),  Kansas  City,  Mo.,  advertised  to  give 
away  a  pony  and  cart  to  .some  boy  or  girl  on  Christmas 
morning.     With  every  dollar's  worth  of  shoes  bought  in  his 


How  To  Accomplish  It.  199 

store  up  to  December  i4tli,  he  gave  a  coupon  ticket  upon 
which  some  boy  or  girl  could  make  an  estimate  upon  the 
number  of  scholars  there  would  be  in  attendance  in  the 
public  schools  of  Kansas  City,  Mo.,  Kansas  City,  Kan-, 
Topeka,  L<eavenworth,  Atchinson,  and  St.  Josephs  on  De- 
cember 14th.  The  one  who  made  the  correct,  or  nearest 
to  the  correct  estimate,  got  the  pony  and  cart. 

During  the  remainder  of  a  February,  ever}-  cash  customer 
at  the  Coxe  Shoe  Co.,  Birmingham,  Ala.,  was  given  a 
tagged  key  with  each  dollar  purchase.  These  keys  were  to 
unlock  a  box  exhibited  in  their  window  and  which  contained 
twenty  dollars.  There  were  only  three  keys  that  unlocked 
the  box  and  on  March  first  ever)'  customer  was  permitted  to 
try  his  key  or  keys.  If  the  first  key  tried  unlocked  the  box 
the  person  holding  that  key  received  ten  dollars.  The 
remaining  six  and  four  dollars  were  distributed  to  the 
holders  of  the  second  and  third  keys. 


SILVERWARE. 


SOAP. 


In  Wilbur's  store,  Pittsburg,  Pa.,  was  given  once,  to  each 
June  bride,  a  beautiful  silver  tea  service,  consisting  of  a 
cofiee  pot,  sugar  bowl  and  cream  pitcher.  During  this 
period  any  bride  who  applied  at  their  office,  with  a  marriage 
license,  received  one  of  these  absolutely  free  of  charge. 


Hale's  establishment,  Los  Angeles,  Cal.,  distributed  to 
children — in  order  to  popularize  this  soap — small  cakes  of 
"  Cadenula  "  soap.     Of  course,  the  children  were  to  visit 


the  store. 
SPORTING  GOODS. 


Mackerrow  Brothers,  Sporting  Goods  Dealers,  Montreal, 
Canada,  once  published  in  a  little  square,  set  apart  in  their 
advertising  space,  the  schedule  of  Saturday's  football  games. 


200  Successful  Advertisin^? 

On  the  Monday  following,  the  results  of  these  games  were 
printed  in  the  same  space. 

STATIONERY. 

John  W.  Grahm  &  Co.,  Spokane,  Wash.,  advertised  to  give 
without  charge,  a  die  in  any  one  often  designs,  with  a  two- 
letter,  provided  they  were  given  the  work  of  embossing  the 
recipient's  stationery  at  a  charge  of  twenty-five  cents  per 
quire. 

TAILORING. 

The  Acme  Tailoring  Co.,  Washington,  D.  C,  once  offered 
to  give  free  with  every  suit  or  overcoat  ordered  a  pair  of 
worsted  trousers.     This  offer  stood  for  a  certain  day. 

E.  W.  Brandt,  tailor,  Binghampton,  N.  Y.,  once  formed 
what  he  called,  "  Brandt's  Pressing  Club."  He  sold  mem- 
bership tickets  to  the  club  for  twelve  dollars  a  year  and  this 
entitled  the  member  to  the  privilege  of  sending  his  clothes 
once  a  week  to  the  Brandt  establishment  to  be  cleaned, 
mended,  pressed  and  buttons  sewed  on.  A  messenger  called 
for  his  clothes,  and  their  pressing,  etc.,  were  promptly 
attended  to. 

lyouis  Saks,  Birmingham,  Ala.,  once  advertised  that  he 
would  make  one,  out  of  every  ten  suits  ordered,  free  of  charge. 

Osterman  &  David,  of  Columbus,  Ohio,  once  advertised  to 
give  away  with  every  suit  purchased  on  Saturday  "  an  ex- 
tra fancy  vest,  value  not  less  than  two-dollars  and  one-half." 
All  alterations  to  improve  a  fit  were  offered  free  of  cost. 
This  firm  also  promised  to  keep  all  goods  bought  from  them 
pressed  and  repaired  for  two  years  free  of  charge. 


TOYS. 


The  Rookery,  Jackson,  Miss.,  once  offered  to  give  a  kite  free 
to  anyone  who  sold  twenty-five  cents'  worth  of  kites  for  the 
store. 


How  To  Accomplish  It.  201 

lyongyear  Bros.,  Lansing,  Mich.,  gave  a  gamester  top  to 
such  children  as  visited  their  store  accompanied  by  parents 
or  guardians. 


TRUNKS. 


The  Stambaugh-Thompson  Co.,  Youngstown,  Ohio.,  offered 
to  paint  free  of  charge  initials  on  every  trunk  purchased 
from  them. 


202 


Successful  Advertising 


Sayings  to  Swing  Trade. 


ADVERTISERS  HAVE  FOUND  THEM 
VALUABLE  AND  SO  CAN  YOU! 


ALPHABETICALLY  ARRANGED  FOR 
QUICK  USE  AND  ADAPTATION! 


Some  of  these  sayings  are  new — some  not  so  new.  Some 
have  been  tried  time  and  time  again  by  the  brightest  advertisers 
and  all  will  see  service  as  long  as  advertising  is  a  force.  It  is 
impossible  to  discover  their  original  coiners,  for  generally  speak- 
ing they  are  used  the  w^orld  over,  and  belong  to  nobody  in 
particular.  The  point  here  is  to  give  them  in  a  convenient, 
alphabetical  form  for  quick  service  to  the  advertiser  at  a  loss 
for  the  right  word  or  expression. 


Alluring  arrays. 
AUractive  exhibits. 
Aggressive  methods  win. 
Attractions  in  merchandise. 
Astonishing  buying  chances. 
Admirable  array  of  new  goods. 
Absolute  economies  here  shown. 
A  host  of  incomparable  bargains. 
A  matchless  out-pouring  of  values. 
Admire  and  study  during  this  opening. 
A  chance  that  will  impress  a  multitude. 
An  impressive  sale  will  be  in  full  swing. 
An  eye-opening  sale  begins  to-morrow. 
A  purchasing  chance  that  few  will  miss. 
A  daring  cut  in  prices  all  along  the  line. 
Advertising  by  us  is  reliable  advertising. 
At  these  prices  the  goods  will  go  quickly. 
Attempts  at  word  painting  are  now  futile. 
Au  irresistible  series  of  specials  await  you. 
An  opportunity  worth  taking  advantage  of. 


How  To  Accomplish  It.  203 


Advantages  that  will  appeal  to  any  shopper. 
Admiration  is  freely  extended  these  leaders. 
A  decided  and  decisive  drive  in  mechandise. 
Alert  readers  will  at  once  see  this  opportunity. 
Attention  will  be  freely  and  promptly  given  them. 
A  splendid  opportunity  is  now  placed  before  you. 
Announcements  like  these  never  go  by  unnoticed. 
A  great  money's  worth  given  with  every  purchase. 
Arrangements  of  new  styles  that  will  delight  many. 
Attend  to  what  we  say  and  learn  to  your  advantage. 
Active  buying  is  bound  to  follow  this  announcement 
Advertising  falls  far  short  in  depicting  these  beauties. 


B 

Buy  here. 

Buy  here  and  now. 

Buying  chances  are  ripe. 

Bargains  worth  looking  up. 

By  buying  now  you  act  with  wisdom. 

Business  bringers  because  big  bargains. 

Because  values  call  patronage  will  come. 

Big  business  must  follow  these  offerings. 

Be  wise  and  grasp  this  given  opportunity. 

Banner  bargains  to  make  banner  business. 

Brilliant  bargains  await  you  during  this  sale. 

Better  act  quickly  before  some  one  else  does. 

Brisk  business  must  inevitably  follow  this  ad. 

Be  prudent  when  good  chances  come  your  way. 

Busy  people  like  our  prompt  business  methods. 

Business  builders  are  our  unequalled  low  prices. 

Better  buying  chances  will  not  occur  this  season. 

Buying  here  means  much  to  the  family  exchequer. 

Broken  prices  on  tempting  goods  during  this  sale. 

Business  temptations  are  now  told  in  printer's  ink. 

Be  sensible  and  now  is  a  time  to  exercise  your  sense. 

Business  can  never  stay  away  from  such  great  values. 

Bargain  brilliancy  dominate  this  entire  advertisement. 

Bargains  are  here  a  plenty  for  surplus  stocks  must  go. 

"  Bargain"  is  a  word  never  misused  in  our  advertising. 

Both  quality  and  price  here  appear  for  your  patronage. 

Bright  readers  will  see  the  worth  of  the  items  instantly. 

Be  on  hand  to-morrow  and  see  what  little  money  can  do. 

"  Be  in  the  swim  "  and  stretch  your  dollars  to  their  limits. 

"  Best  "  seems  a  tame  adjective  to  qualify  these  offerings. 

Best  goods,  best  styles,  best  materials,  best  workmanship,  best  values. 


204  Successful  Advertising 


Cash  counts. 

Cash  here  is  mighty. 

CUnk  of  dollars  saved. 

Credit  here  is  at  your  disposal. 

Consider  well  then  decide  rightly. 

Coin  can  be  made  (because  saved.) 

Can  you  resist  this  great  temptation  ? 

Can  you  meet  or  match  these  values? 

Come,  consider,  criticise  and  compare. 

Credit  here  nicely  suits  small  earnings. 

Contemplate  the  full  force  of  this  event. 

Cut  prices  are  here  bidding  for  business. 

Care  was  given  to  each  and  every  detail. 

Credit  us  with  enterprise  during  this  sale. 

Canny  readers  will  be  prompt  purchasers. 

Come  to  look  and  you  will  remain  to  buy. 

Criticism  is  welcomed  by  us  from  everybody. 

Clip  this  out  or  make  a  money-saving  memo. 

Clipped  prices  and  the  highest  grades  for  you. 

Cheap  is  a  term  that  applies  only  to  our  prices. 

Care  was  erercised  in  writing  these  statements. 

Coupled  here  are  high  qualities  and  low  prices. 

Competition  is  active  but  we  more  than  meet  it. 

Comparison  throws  into  bold  relief  our  offerings. 

Careful  readers  will  respond  to  these  suggestions. 

Cheapness  in  prices  only— excellence  in  qualities. 

Candid  statements  that  leave  lasting  impressions. 

Clear  statements  make  our  advertising  interesting. 

Competitors  watch  our  ads  with  absorbing  interest. 

Cash  or  credit?    In  either  case  you  get  great  value. 

Come  to  us  when  you  want  a  heaping  money's  worth. 


D 

Dashing  styles. 
Desirable  goods. 
Dainty  needs  for  dainty  people. 
Drives  in  prices  worthy  attention. 
Down  go  prices,  but  up  go  values. 
Did  you  ever  see  such  an  opportunity  ? 
Do  you  wish  the  best  at  the  least  cost? 
During  this  sale  money  will  be  mighty. 
Delicious  confections  at  pleasing  prices. 
Day  by  day  we  oflFer  superlative  vahies. 
Decision  is  necessary  for  time  is  limited. 


How  To  Accomplish  It  205 

Doubt  flies  in  the  face  of  these  offerings. 

Desire  to  buy  can  be  gratified  at  little  cost. 

Demonstrations  of  our  value  giving  ability. 

Daring  doings  during  this  mercantile  event. 

Drastic  deeds  in  pulling  down  regular  rates. 

Different  values  are  these  from  the  ordinary. 

Dubious  styles  or  goods  are  never  shown  here. 

Downward  trend  of  prices  ever>'where  evident. 

Delicacy  of  flavor  an  attribute  of  this  perfume. 

Decide  quickly  for  the  opportunity  will  soon  go. 

Dawn  of  new  styles— new  ideas— in  this  display. 

Deep  price  cutting  to  sink  deep  into  many  minds. 

Decisive  price  slashing  to  enthrall  your  attention. 

"  Departmental  Ditties"  to  the  tune  of  low  prices. 

Don't  you  think  this  advertisement  worth  reading? 

Divers  articles  at  prices  that  dive  below  the  regular. 

Deplore  not  these  shattered  prices— take  advantage  of  them  ! 

Dame  fashion's  fads  and  fancies  are  beautifully  displayed  here. 

Days— yes  weeks— will  come  before  such  values  can  be  matched. 


E 

Elegant  excellencies. 
Elegance  and  excellence. 
Enterprise  every  where  evident. 
Excellent  money-making  chances. 
Easy  prices  to  induce  easy  selling. 
Early  shoppers  get  best  selections. 
Every  visitor  becomes  a  customer. 
Evidences  of  skilled  buying  abound. 
Ensemble  of  fascinating  feminine  fancies. 
Enterprising  inducements  for  your  trade. 
Expenditures  here  bring  splendid  results. 
Energetic  price-cutting  in  all  merchandise. 
Ever>'one  of  these  items  is  a  sterling  value. 
Energy  well  directed  built  up  this  business. 
Everybody  who  reads  should  profit  thereby. 
Evidences  of  consideration  for  your  interest. 
Everything  imaginable  in  each  line  of  goods. 
Enter  this  store  and  get  your  money's  worth. 
Each  value  rises  triumphant  over  competition. 
Either  you  or  somebody  else  will  get  this  value. 
Everybody  speaks  well  of  our  business  methods. 
Equal  goods  at  equal  prices  exist  not  in  this  town. 
Europe's  best  side  by  side  with  America's  choicest. 
European  ideas  together  with  American  productions. 
Every  chance  customer  becomes  a  constant  customer. 


206  Successful  Advertising 

Elarners  will  appreciate  the  power  of  their  money  here. 

Expend  your  money  here  where  it  will  bring  its  utmost. 

E.xpansion  is  the  order  of  the  day  and  we  are  expanding. 

Excel  them  ?    Impossible  !     Equal  them  ?    Try  !     Investigate  them. 

F 

Frigid  facts. 

Forcible  figures. 

Figures  do  not  lie. 

Facts  worth  noting. 

Fascinating  features. 

Famous  values  are  these. 

Figure  what  you  can  save. 

Fame  came  in  the  wake  of  worth. 

Flawless  and  fashionable  features. 

Fairest  of  all  the  Autumn  openings. 

Features  worth  reading  about  are  these. 

Foolish  is  he  who  advertises  untruthfully. 

Frank  statements  of  fearless  price  cutting. 

Follow  the  crowd  and  you  will  come  to  us. 

Fads  and  fancies  of  the  hour  are  displayed. 

Fashions  behests  were  religiously  followed. 

Fancies  and  whims  are  more  than  anti(jipated. 

Fashionable  effects  lighten  up  this  great  stock. 

Fashion  evolves  many  new  ideas — to  be  shown  here. 

Fetching  features  to  fetch  business  of  much  magnitude. 

G 

Good  values. 

Good  merchandise. 

Goodness  of  our  oiferings. 

Give  a  thought  to  this  opportunity. 

Great  buying  chances  now  presented. 

Great  business  is  inevitable  during  this  sale. 

Glance  with  a  keen  eye  down  this  bargain  list. 

Great  satisfaction  is  expressed  by  our  customers. 

Get  a  bargain  to-morrow  by  coming  to  our  store. 

Grip  strong  a  chance  like  this  before  it  slips  along. 

Gain  a  great  advantage  by  seizing  this  opportunity. 

Generous  assortments  are  features  in  all  departments. 

Generosity  in  bargain  giving  brings  us  generous  trade. 

Go  to  Johnson's  when  you  want  a  great  money's  worth. 

Goodness  of  these  articles  will  be  recognized  at  a  glance. 

Goods  are  here  to  be  sold — hence  these  persuasive  prices. 

"Goodness  "  is  an  adjective  that  well  qualifies  this  article. 

Gems  of  elegance — gems  of  excellence — gems  of  value. 

Grasp  the  opportunity  when  it  presents  itself  as  it  does  here. 


How  To  Accomplish  It.  207 


H 

Handsome  headwear. 

Hints  worth  rememberino;. 

Have  you  seen  these  goods  ? 

Heaping  returns  for  money  invested. 

Highest  quahties  at  the  lowest  prices. 

Harmonious  effects  in  home  decorations. 

Harvest  of  bargains  now  placed  before  yon. 

Handy  articles  for  domestic  use  at  low  prices. 

Here  are  values  the  like  of  which  are  seldom  seen. 

"  Hot  Air  "  advertising  never  used  by  this  establishment 

Homes  can  be  furnished  and  decorated  at  small  e.xpense. 

Hot  weather  offerings,  viz.  frigid  facts  regarding  rich  values. 

Here  is  the  home  of  low  prices,  good  goods  and  plenty  of  them. 

Homefurnishers  with  "  half  and  eye  "  will  quickly  see  their  worth. 

"  How  do  you  find  business  ?"  is  often  asked  us.     Pretty  well,  thank  you. 


I 

Irresistible  prices. 

Interesting  offerings. 

Interest  is  centered  upon  these  sales. 

Interesting  purchasers  should  not  delay. 

Impossible  to  duplicate  again  this  season. 

Impressive  array  of  forcible  facts  and  figures. 

Intention  is  good  but  accomplishment  is  better. 

Impress  these  important  facts  upon  the  tablets  of  your  memory. 

Ingenious  advertising  is  of  small  avail  without  the  goods  behind  it. 

Impelled  by  force  of  circumstances  we  place  this  chance  before  you. 

Impressions  count  in  business  and  we  are  making  many  impressions. 


J 

Jaunty  styles. 

Jingling  of  money  saved. 

Juvenile  needs  priced  for  slim  purses. 

Just  in  the  nick  of  time  comes  this  offering. 

Juvenescent  atmosphere  of  an  old  department. 

Judgment  can  be  well  exercised  by  buying  now. 

Jump  at  this  chance — the  opportunity  of  the  year. 

Join  the  great  army  of  customers  coming  our  way. 

Joggle  your  memory  well  and  remember  that  sale. 

Juries  of  satisfied  customers  gave  a  verdict  as  to  these  goods. 

Journey  hither  to-morrow,  to  the  benefit  of  your  pocket-book. 

Jewels  of  "  purest  ray  serene"  at  prices  that  mean  bargain  jewels. 


208  Successful  Advertising 

K 

Keep  the  ball  rolling. 

Keep  at  it  everlastingly. 

Keep  a  keen  eye  upon  future  ads. 

Keen  readers  need  not  be  told  again. 

Kaliedoscopic  array  of  attractive  varieties. 

Knowing  readers  fully  appreciate  this  statement. 

Keen  cuts  in  selling  figures  are  ever  trade  winners. 

Keystone  of  our  success,  viz— the  best  possible  values. 

"  Knowledge  is  power."     Be  armed  for  the  great  battle  of  life. 


Little  prices. 

Lovely  showings. 

Little  things  at  little  prices. 

Leaders  for  this  week's  selling. 

Late  comers  get  poorest  pickings. 

Look  at  this  list  with  a  critical  eye. 

Latest  styles  are  here  in  abundance. 

Lingering  doubts  to  buy  are  banished. 

Little  by  little  are  your  payments  made. 

Low  prices  swell  sales  up  to  high  points. 

Liberal  inducements  to  prompt  purchasers. 

Leave  your  order  here  to-day  or  to-morrow. 

Low  prices  in  conjunction  with  high  qualities. 

Lively  selling  must  follow  this  announcement. 

Legitimate  business  methods  have  their  effect. 

Less  profits  mean  bigger  values,  such  as  these  :— 

Lavish  values  are  fascinating  features  of  this  sale. 

Long  time  credits  to  suit  everj'  family  exchequer. 

Large,  plump  bargains  await  to-morrow's  patrons. 

Languid  business  now  receives  a  "  special  sale  "  tonic. 

Lend  us  your  ear  while  we  will  to  you  a  bargain  tale  unfold. 

Lubricating  the  machinery  of  business  with  "  special  sale"  oil 


M 

Marvellous  values. 
Marvel  in  low  prices. 
Merchandise  marvels  extraordinary. 
Mighty  movements  in  merchandising. 
Mail  orders  receive  our  best  attention. 
Mail  orders  promptly  and  carefully  filled. 
Matchless  clearance  sales  in  all  departments. 
Magnetic  millinery  models  now  on  exhibition. 


How  To  Accomplish  It.  209 


Meditate  upon  the  importance  of  tlie  following. 
Magnificent  array  of  values  are  now  to  be  seen. 
Meritorious  articles  priced  at  moderate  figures. 
Match  tliese  values  if  you  can.     They  are  great. 
Masterpieces  of  workmanship  are  these  articles. 
Make  up  your  mind  to  embrace  this  opportunity. 
Minute  details  have  been  thoroughly  carried  out. 
Magnitude  of  our  offerings  impresses  everybody. 
Mail  order  shopping  here  is  satisfactory  shopping. 
Many  will  hasten  to  respond  to  this  advertisement. 
Microscopic  prices  are  to-morrow's  selling  figures. 
Modes  of  the  moment  receive  full  expression  here. 
Men,  women,  boys  and  girls  will  alike  be  interested. 
Manufacturers'  surplus  stocks  to  go  the  bargain  way. 
Memoranda  can  be  made  from  this  list  with  advantage. 


N 

Near  cost. 

Nicknacks  cheap. 

Nicest  goods  you  ever  saw. 

Neat,  novel,  nobby  and  new. 

Nearly  everybody  will  come. 

News  of  extreme  importance. 

Novelties  are  here  in  abundance. 

Nobby  neckwear  popularly  priced. 

Notice  with  care  our  features  this  week. 

Nimble  business  will  come  to  this  notion  sale. 

Novel  conceits  from  the  wide  world  of  fashion. 

Note  well  for  it  certainly  will  be  to  your  advantage. 


0 

Opportunities  worth  noting. 
Observe  how  ruthlessly  we  slash  prices. 
Obligation  to  buy  never  comes  with  a  visit. 
Opportunities  nothing  short  of  remarkable. 
Only  here  and  now  can  you  get  these  goods. 
Overwhelming  evidence  as  to  our  leadership. 
Oasis  here  for  seekers  of  excellent  merchandise. 
Ordinary  prices  are  far  above  our  present  figures. 
Opportune  sales  for  this  season's  home  furnishers. 
Oversights  are  committed  by  those  who  fail  to  come. 
Odds  and  ends  of  a  splendid  season's  business  now  to  go. 
Open  wide  your  eyes  for  here  is  something  worth  reading. 
Optics  of  many  readers  are  centered  upon  this  announcement. 
Obstacles  to  buy,  in  the  shape  of  high  prices,  are  now  removed. 
14 


210  Successful  Advertising 


Pared  prices. 

Paltry  prices. 

Pleasing  prices. 

Progressive  methods. 

Perfect  styles  and  garments. 

Perfection  in  fit  guaranteed. 

Prices  pulsating  with  economy. 

Prices  that  sweep  aside  opposition. 

Pluck— not  luck— built  this  business. 

Price  pointers  that  sharp  eyes  will  soon  see. 

Plucky  doings  that  you  will  surely  appreciate. 

Paucity  of  stocks  never  a  feature  in  this  store. 

Patronize  us  once  and  you  will  call  constantly. 

Pace  is  set  by  us — a  swift  one— let  others  follow. 

Prices  that  tell  with  conviction  their  own  stories. 

Pleasure  is  evident  on  the  part  of  many  patrons. 

Plentiful  assortments  to  make  shopping  a  pleasure. 

Pithy  and  pointed  paragraphs,  pregnant  with  worth. 

Permit  us  to  give  a  few  examples  of  the  many  values. 

Powerful  arguments  as  to  why  you  should  shop  here. 

Pleased  customers  generally  become  constant  customers. 

Peerless  exhibits  of  new,  novel  and  alluring  merchandise. 

Pleasing  array  of  the  newest  and  best  ideas  for  inspection. 

Purse-opening  arguments  now  set  down  in  black  and  white. 

Persuasive  arguments  to  buy  are  evident  in  every  paragraph. 

Paragraphs  that  are  meaty  with  the  best  kind  of  trade  arguments. 


Quick-selling  prices. 

Quick  sales  and  small  profits. 

Quickly  send  along  your  order. 

Quick  responses  come  to  our  ads. 

Quickness  in  filling  orders  is  a  feature  here. 

Quality  and  quantity  always  here  for  selection. 

Quality  never  sacrificed  in  order  to  give  quantity. 

Quarters  here  do  the  regular  work  of  half  dollars. 

Question  us  all  you  will— we  have  the  right  answers. 

Queer  prices  are  these  in  comparison  with  regular  rates. 

Quadruple  ordinary  values  when  you  think  of  these  items. 


How  To  Accomplish  It.  211 


R 

Remarkable  rates. 

Remorseless  price-cutting. 

Reasonable  prices  are  quoted. 

Radical  changes  are  now  necessary. 

Reasons  abound  as  to  why  you  should  buy. 

Realize  the  full  importance  of  this  offering. 

Reap  the  benefit  of  these  splendid  ofTerings. 

Real  bargains  are  now  told  of  by  printer's  ink. 

Reputable  merchandise  the  only  sort  we  ever  offer. 

Richness  in  bargain  giving  a  feature  for  to-morrow. 

Random  items  picked  out  from  hundreds  of  others. 

Reputation  is  a  subject  that  readers  carefully  consider. 

Rash  prices  are  these  ?    Yes,  but  they  bring  business. 

Retailing  here  is  never  sleepy  or  stolid,  dull  or  drowsy. 

Radiant  showings  of  the  last  fancies  of  Dame  Fashion. 

Range  of  colorings,  styles  and  effects  most  remarkable. 

Restricted  quantities  urge  the  necessity  of  calling  early. 

Ruinous  prices  are  these,  so  they  cease  to-morrow  night 

Rich  and  rare  combinations  of  weaves,  colors  and  effects. 

Respect  for  public  intelligence  is  considered  in  every  advertisement. 

Resolve  yourself  into  a  committee  of  one  and  investigate  here  to-morrow. 


s 

Small  prices. 

Style  and  service. 

Sensational  selling. 

Sensible  shoppers  come  here. 

Sweeping  price  cuts  now  the  rule. 

Service  is  a  point  we  never  overlook. 

Sensitive  purses  will  like  these  prices. 

Standards  here  are  rigidly  maintained. 

Snappy  styles  to  give  a  snap  to  business. 

Splendid  stocks  are  now  in  full  readiness. 

Severe  cuts  in  selling  figures  now  evident. 

Stocks  are  now  at  their  best— their  brightest 

Swap  what  you  do  not  want  for  what  you  do. 

Style  showings  worth  coming  miles  to  admire. 

Smashing  sales  are  in  force  throughout  the  store. 

Sales  of  surpassing  interest  are  now  in  full  swing. 

Showings  that  instantly  captivate  critical  customers. 

Sweep  out  all  stocks  with  the  big  broom  of  small  prices. 

See  what  we  have  to  offer  then — use  your  own  judgment. 

Stirring  price  reductions  stir  up  business  with  a  sharp  slick. 

Score  another  point  to  our  credit  on  account  of  this  offering. 


212  Successful  Advertising" 

Small  prices  bring  big  business— as  will  be  shown  to-morrow. 
Scintillating  specials  in  superb  silverware  in  to-morrow's  sale. 
Styles  fresh  with  the  last,  lingering  touches  of  Dame  Fashion. 
Skeptics  will  quickly  become  prompt  and  enthusiastic  buyers. 
Surging  sea  of  humanity  in  response  to  our  unequalled  values. 
Swinging  along  without  opposition  towards  the  goal  of  success. 
Seems  strange  that  we  can  quote  such  extraordinary  offerings  ? 
Swell  to-morrow's  crowds  by  joining  them  and  swelling  our  sales. 
"Sell,  sell,  sell  "  is  the  cry  from  old  goods.     These  prices  will  sell ! 
Search  the  city  with  a  microscope  and  you  could  find  no  better  values. 
Shoes  of  service  ;  shoes  of  style  ;  shoes  of  worth — at  economical  prices. 
Store  service  excellent,  values  ditto— that's  why  business  comes  our  vray. 


T 

Trade  tempters. 

Triumphant  trade  turners. 

Tremendous  trade  temptations. 

Taffy  is  cheap  but  deeds  count. 

Talk  here  is  backed  up  by  deeds. 

Turn  your  thoughts  in  our  direction. 

Thrift  and  taste  are  well  catered  to. 

Tremendous  temptations  for  your  trade. 

Those  who  come  to  look  remain  to  buy. 

Telling  arguments  now  are  told  on  paper. 

Tasty  confections  at  purse  pleasing  prices. 

Throngs  will  come  in  response  to  this  offering. 

Thinking  people  are  our  most  staunch  supporters. 

Tales  worth  listening  to  are  in  the  following  items. 

Tidings  of  more  than  passing  interest  are  here  told. 

Terse,  truthful  tales  are  the  succeeding  paragraphs. 

Thorough  workmanship  can  be  seen  in  every  stitch. 

Temporary  trade  is  not  our  wish,  'lis  a  lasting  success. 

Thrifty  readers  will  be  in  strong  evidence  here  to-morrow. 

Timid  retailers  cannot  understand  our  aggressive  methods. 

Transactions  of  great  magnitude  were  responsible  for  these  values. 

Teach  yourself  how  to  save.     Take  advantage  of  our  credit  system. 

Think  deeply— the  more  you  think  the  more  you  will  be  impressed. 

Time  is  up !     These  goods  have  lingered  long  enough — now  they  go  ! 

To  grow  rich  means  to  embrace  opportunities.     This  is  your  opportunity. 

Trinity  of  arguments,  viz  :  liberal  assortments,  high  qualities  and  low  prices. 

Thrift  means  prosperity,  the  result  of  taking  advantage  of  such  chances  as 
are  here. 

Transact  you  business  where  facilities  are  best,  qualities  are  high,  goods 
are  many  and  prices  are  right. 


How  To  Accomplish  It.  21^1 


U 

United  we  stand. 
Union  is  strength. 
Union  of  grades  and  prices. 
Unexcelled  values  for  this  week. 
Undercuts  in  prices  now  in  force. 
Umbrellas  in  a  bargain  shower. 
Unsurpassed  showings  in  new  goods. 
Undercurrent  of  bargains  run  strong. 
Unquestionably  the  event  of  the  season. 
Unexpected  crash  in  prices  during  this  sale. 
Undoubted  values  will  prevail  during  this  sale. 
Ubiquitous  agents  are  working  for  us — and  you. 
Unceasing  vigilance  for  our  customers'  interests. 
Unassuming  prices  but  blatantly  assuming  values. 
Understand  the  full  meaning  of  this  announcement. 
Unequaled  opportunities  are  now  placed  before  you. 
Use  good  judgment—  in  other  words  attend  this  sale. 
Unanimous  approval  has  been  given  this  establishment. 


Vanishing  profits. 
Verify  these  statements. 
Vastness  of  stocks  a  feature, 
v^ast  assortments  are  now  ready. 
Victory  perches  upon  our  banner. 
Vigorous  retailing  the  order  of  the  day. 
Vehement  demonstrations  of  leadership. 
Vigorous  selling  seen  in  every  department. 
Valuable  inducements  for  your  consideration. 
Values  are  here  in  abundance — secure  them  ! 
Values  that  need  only  be  seen  to  be  appreciated. 
Visit  us  at  your  early  convenience,  to  your  advantage. 
Vital  features  of  this  business  are  care  and  promptness. 


w 

Winning  prices. 

Winsome  styles. 

Wellspring  of  rich  values. 

Worth  is  never  overlooked. 

Women  will  be  greatly  interested  in  this  sale. 

Warm  weather  wearables  at  cold  weather  prices. 

Wise  readers  never  overlook  our  advertisements. 


214  Successful  Advertising 

War  to  the  death  on  high  prices  and  poor  goods. 
Wander  through  this  store  to  your  heart's  content. 
Want  something  exceptionally  good  ?     If  so  read  on. 
Windfalls — bargain  windfalls — are  numerous  these  days. 
Workmanship  on  every  article  is  up  to  the  highest  standard. 
Weather  conditions  seldom — if  ever — aflFect  our  business. 
Where  can  you  do  as  well  as  here  ?     Echo  answers,  "  Where  ?" 
Why  does  business  flock  here  ?    Read  the  answer  in  these  items. 


'Xcell  this  if  you  can. 

Y 

Ye  bargain  seekers  look  here  ! 

Yield  of  bargains  now  is  generous. 

Yes  !  here  are  values  unmatchable. 

Youth  is  the  time  to  make  life  plans. 

You  should  improve  this  opportunity. 

You  will  be  struck  by  our  credit  inducements. 


z 

Zenith  of  bargain  giving. 
Zealous  bids  for  patronage. 
Zero  prices  on  all  merchandise. 


DIVISION  FOUR. 

MAIL  ORDER  ADVERTISING. 


A  General  Talk  on  Mail  Order  Advertising. 

Just  at  present  most  retailers  are  planning  how  to  capture 
the  mail  order  business  within  easy  reach,  and  a  few  more  am- 
bitious than  the  rest  are  considering  the  feasibility  of  covering 
a  good  slice  of  the  country  with  their  mail  order  literature. 

The  mail  order  territory  of  this  continent  may  be  divided 
into  three  parts,  viz.:  the  Eastern,  Northern  and  Southern 
States,  which  are  well  supplied  through  the  mail  order  depart- 
ments of  big  houses  in  New  York,  Boston,  Philadelphia  and  a 
few  other  large  cities  ;  the  great  middle  West,  of  which  Chicago 
mail  order  departments  capture  the  lion's  share  of  the  business, 
and  that  section  west  of  the  Rockies  which  is  catered  to  by  a  few 
big  houses  in  Denver,  Salt  I^ake  City,  San  Francisco  and  Port- 
land. 

It  would  be  folly  for  the  average  house  to  attempt  to  gather 
business  from  more  than  its  State  and  the  States  adjoining  it. 
An  Omaha  house  bidding  for  mail  order  business  should  attempt 
to  cover  only  Nebraska,  the  northern  part  of  Kansas,  the  eastern 
part  of  Colorado,  the  Dakotas,  and  such  portions  of  adjoining 
States  which  would  not  come  under  the  scope  of  equally  large 
or  larger  concerns  in  Kansas  City,  Denver,  St.  Louis  and  Chicago. 
The  nearness  of  these  other  bases  of  supplies  to  possible  custo- 
mers, with  the  certainty  that  qualities  and  prices  are  as  equally 
attractive,  would  operate  against  the  Omaha  house. 

That  there  is  a  profitable  and  rapidly  growing  field  in  this 
direction  shrewd  advertisers  readily  agree.  There  are  too  many 
people  living  in  small  towns  and  cities  and  on  farms  who  desire 

215 


216  Successful  Advertising 

the  same  goods  their  city  cousins  get  to  allow  this  branch  of 
business  to  be  dismissed  lightly. 

Every  well-regulated  retail  establishment  should  have  some 
sort  of  a  mail  order  department  attached,  and  the  more  atten- 
tion given  this  branch  the  greater  chance  there  is  for  its  devel- 
opment. 

The  requisites  for  a  mail  order  department  briefly  summa- 
rized are  : 

1.  A  select  list  of  fresh  names. 

2.  Intelligent  mail  order  employees. 

3.  Plenty  of  goods  to  fill  all  orders. 

4.  A  good  head  to  manage  the  department. 
With  these  requisites  the  general  rules  to  follow  are  : 

1.  Fill  all  orders  promptly. 

2.  Fill  all  orders  carefully. 

3.  Answer  all  correspondence  comprehensively  and  care- 
fully. 

4.  Send  out  catalogues  of  stocks  at  least  twice  a  year — in 
early  spring  and  fall. 

5.  Keep  pounding  away  with  small  advertising  bullets  such 
as  circulars,  booklets,  etc. 

6.  Mention  your  mail  order  department  frequently  in  your 
ads. 

7.  Exchange  goods,  refund  money  and  give  your  mail  order 
customers  the  same  privileges  as  your  over-the-counter-customers. 

8.  Keep  right  at  it — systematically  persistent. 

Then  in  the  course  of  tiuie,  if  you  have  any  sort  of  a 
retail  business  and  if  you  follow  the  above  rules,  you'll  wake  up 
some  fine  morning  and  discover  you  have  a  good-sized  mail  order 
trade. 

Supposing  you  are  a  retailer  aud  wish  to  add  a  mail  order 
department  to  your  store.  Of  course  there  was  a  sort  of  mail 
order  department  in  connection  with  your  business  almost  as 
soon  as  the  business  was  started.  Stray  letters  would  wander 
in,  perhaps  half  a  dozen  a  day,  from  such  of  your  customers  as 
were  unable  to' attend  in  person,  but  who  wished  to  secure  some 
of  your  offerings.  These  letters  were  turned  over  to  a  young 
lady  or  a  young  man  who  filled  the  orders  ni  the  course  of  a  couple 


How  To  Accomplish  It.  217 

of  da\s  and  then  the  letters  were  filed  away.  More  letters  came 
until  I^Ir.  Retailer  found  it  necessary  to  have  some  bright,  young 
person  to  give  the  proper  attention  to  these  letters,  and  of  its 
own  accord,  without  any  advertising  or  pushing,  the  mail  order 
department  grew.  This  is  how  most  mail  order  departments  grow, 
until  Mr.  Retailer  thinks  that  as  long  as  there  is  some  business 
outside  his  city  which  comes  by  mail  without  effort  on  his  part, 
much  more  might  be  induced  to  come  by  a  little  pushing. 

Let  us  suppose  you  are  in  that  pleasant  state  of  mind,  dream- 
ing of  mercantile  victories  yet  to  be  achieved  through  your  new, 
up-to-date  mail  order  department. 

At  the  outset  have  a  couple  or  more  cuts  made.  These 
should  be  about  half  or  three-quarters  column  wide,  showing  a 
postman,  a  mail  bag,  a  lot  of  letters  or  something  like  that  sug- 
gestive of  Uncle  Sam's  postal  service. 

Let  each  cut  have  something  like  this  inscribed  on  it :  "  Let 
us  fill  your  mail  orders. "  "  Why  not  do  your  shopping  by  mail  ?' ' 
"All  mail  orders  carefully  attended  to,"  etc. 

Run  this  cut  in  your  regular  newspaper  ad  three  or  four 
times  a  week.     With  the  cut  say  something  like  this  : 

"  Promptness  and  care  in  filling  mail  orders  is  a  hobby  with 
us.  Trained  mail  order  clerks  carry  out  your  wishes  intelligently 
and  satifactorily.  Distance  now  is  no  barrier  to  successful  shop- 
ping." 

You'll  soon  find  that  this  sort  of  thing  will  increase  your 
volume  of  orders  wonderfully.  In  the  meantime  you  should 
secure  a  choice  list  of  names,  which  in  many  respects  is  the  most 
difficult  part  of  the  performance  with  a  mail  order  manager. 

Your  local  paper  may  allow  you  the  use  of  its  subscription 
list  in  a  pinch.  This  list  is  a  good  one,  but  it  is  possible  to  get 
a  better  one.  Of  course  the  best  list  is  gathered  from  the  letters 
that  the  daily  business  brings. 

A  catalogue  issued  twice  a  year  is  very  necessary.  The 
spring  and  summer  catalogue  should  be  ready  in  March  or  April 
at  the  farthest,  the  fall  and  winter  catalogue  in  September  or 
October.  With  every  catalogue  should  be  attached  a  mail  order 
blank.  If  you  cannot  afford  a  catalogue  have  a  booklet,  if  you 
cannot  afford  the  booklet  get  out  a  circular  of  information,  but 


218  Successful  Advertising 

whether  it  is  a  catalogue,  circular  or  booklet  always  send  a  mail 
order  blank  with  it. 

I  have  found  it  a  good  plan  to  get  out  a  lot  of  small  leaflets, 
each  leaflet  speaking  of  a  certain  article.  Thus,  if  I  wished  to 
speak  of  a  drive  in  ladies'  gloves,  I  would  have  an  illustration 
of  the  glove,  its  description  and  price,  and  possibly  a  short  para- 
graph at  the  bottom  of  the  glove  story  speaking  of  mail  order 
shopping  in  general.  Half  a  dozen  such  leaflets,  speaking  of 
half  a  dozen  different  articles,  can  be  well  dropped  into  every 
mail  order  package  that  goes  out  of  the  mail  order  department. 

The  position  filled  by  the  mail  order  employee  requires  a 
higher  degree  of  ability  than  that  possessed  by  the  average 
clerk,  and  for  this  reason  mail  order  assistants  command  very 
fair  salaries. 

A  young  lady  filling  orders  must  be  quick  and  accurate  in 
deciphering  obscure  and  apparently  indecipherable  handwriting ; 
she  must  disentangle  from  a  skein  of  tangled  expressions  the 
customer's  desire  ;  she  must  have  enough  mother  wit  to  supply 
the  right  sort  of  ribbon  or  the  proper  caper  in  rnchings  when  these 
details  are  lacking  in  the  letter,  and  while  she  must  not  intrude 
upon  the  valuable  time  of  the  clerk  behind  the  counter  when 
he  is  busy  with  a  customer,  yet  she  must  not  delay  the  order. 

When  a  retailer  finds  himself  rich  enough  to  do  a  little 
magazine  splurging,  he  will  find  that  the  highest  priced  and 
largest  circulation  magazines  are  the  best  mediums.  If  he  wants 
to  demonstrate  this,  let  him  compare  the  cost  of  reaching  a 
thousand  people  with  an  inch  ad  in  a  great  publication  like  The 
Ladies^  Home Jotirtial ox  The  YouOCs  Coyjipanion  with  the  cost  of 
reaching  the  same  number  through  a  less  circulation  paper 
and  with  apparently  cheaper  advertising  rates. 

Advertising  Educational  Features  by  Mail. 

Nowadays,  through  the  mails,  you  can  learn  law,  journal- 
ism, illustrating,  engineering,  ad  writing,  editing  and  about 
everything  taught  in  schools. 

It  is  not  necessary  to  travel  many  miles  to  a  city,  and  in 
addition  to  the  tuition  cash  pay  the  expenses  of  living  there  in 
order  to  learn  a  trade,  profession  or  language. 


How  To  Accomplish  It.  219 

You  simply  write  for  a  catalogue  which  gives  full  informa- 
tion about  the  course  desired — send  along  your  check  for  tuition, 
and  presently  you  are  receiving  the  lessons  by  mail. 

If  you  are  an  earnest  and  apt  student  you  will  imbibe  the 
knowledge — if  you  are  indifferent  or  stupid  you  will  not,  which 
can  be  said  of  all  students  in  school  or  out  of  school. 

Let  us  look  at  the  methods  of  the  gentlemen  at  the  head  of 
these  schools  that  impart  knowledge  by  mail.  We  will  watch 
sharply  their  work  in  advertising  their  methods. 

First  of  all  the  manager  of  the  school  prepares  his  catalogue. 
He  analyzes  the  good  points  of  his  instruction  and  vividly 
brings  these  good  points  out  on  paper.  As  a  rule  he  is  fond  of 
running  in  testimonials  from  "satisfied  students."  From  an 
advertising  point  of  view  such  testimonials  are  good. 

The  preparation  of  the  catalogue,  book,  booklet  or  pros- 
pectus— as  you  choose  to  call  it — is  a  serious  matter.  To  pro- 
duce a  good  one  requires  not  only  a  facility  in  writing,  but  a 
mind  analytical,  forceful,  logical  and  strong  with  individuality. 
If  it  has  had  a  business  training  so  much  the  better.  The  cata- 
logue struggle  may  be  summarized  thus  : 

iBt.    A  searching  Study  Into  the  good  points  of  the  school  and  proper 

presentation  of  these  points  on  paper. 
2nd.  Several  sessions  with  photographers,  artists  and  wood  engravers 

in  relation  to  Illustrations. 
8rd.  Further  thought  as  to  the  disposition  of  illustrations  and  text. 
4th.  Heart  to  heart  talks  with  the  printer  on  the  question  of  display, 

paper,  binding  and  general  arrangement. 
6th.  The  revision  of  proofs. 
6th.  Selecting  a  good  list  of  names. 
7th.  Sending  the  catalogue  to  same. 

Then  the  advertising  in  newspapers  and  magazines  come 
up.  As  this  point  will  be  treated  of  in  the  article  referring  to 
"Advertising  A  School"   it  need  not  be  here  dwelt  upon. 

The  "  Follow  Up  System"  is  considered  important  enough 
to  be  treated  most  elaborately  by  some  schools.  Last  winter  one 
of  these  institutions  happened  to  get  my  name  and  address,  and 
with  great  foresight  concluded  that  I  was  a  fit  subject  for  their 
educational  course.  Although  I  never  responded  to  any  of  their 
communications  yet  they  sent  me  : 


220  Successful  Advertisings 

A  catalogue,  a  long  type-wrllten  (printed)  letter,  some  testimonials, 
and  a  blank  application  form. 

A  two  page  type-written  (printed)  letter  and  another  blank.  (Two 
weeks  later.) 

An  immense  postal  card  that  annoyed  the  postman.    (A  week  later.) 

A  two  page  type-written  (printed)  letter,  some  more  tesUmonlals  and 
another  application  blank.    (Three  weeks  later.) 

A  copy  of  the  catalogue  they  first  sent  me  with  "a  special  offer." 
(A  week  later.) 

A  rather  drastic  page  type-written  (printed)  letter.    (Two  weeks  later.) 

Another  prodigious  postal  card.    (A  month  later.) 

Then  absolute  silence.     I  guess  they  thought  I  was  dead. 
My  criticism  of  their  "  Follow  Up  System  "  was: 

The  entire  lot  of  matter  was  poorly  written— it  lacked  argumenta- 
tive force  and  convincing  powers.  The  catalogue  was  the  best  piece  of 
literature  they  sent  out.  There  was  too  much  advertising  ammunition 
wasted  upon  one  who  did  not  reply. 

Speaking  about  "  Follow  Up  System,"  I  think  that  three 
strong  letters — about  ten  days  apart — together  with  the  cata- 
logue— are  all  that  should  be  used.  I  have  had  a  lot  of  mail 
order  advertising  experience,  and  I  have  watched  these  things 
pretty  closely.  In  many  cases  a  catalogue  and  a  letter  is  about 
enough. 

Another  point  : 

Printed  letters  in  the  written  form  should  only  come  from 
a  first-class  printer.  A  poor  printer  will  turn  out  such  a  job  as 
to  "give  the  whole  thing  away."  The  space  for  the  name  and 
address  can  be  filled  in  by  the  typewriter. 


Specific  Talks  on  Mail  Order  Advertising, 


Talk   Number  I. 
BEST    ADVERTISING    HEDIUMS. 

(Author's  note.  The  following  twelve  talks  by  Mr.  IM.icDonaM  ran  as  a 
series  in  Printer's  Ink,  and  are  here  republished  through  the  courtesy  of 
••  The  Little  School  Master^) 

The  standard  mediums  with  the  largest  circulations  are  the 
cheapest,  although  their  prices  may  seem  steep.    Prove  its  logic 


How  To  Accomplish  It.  221 

with  the  rules  of  simple  proportion.  Apply  it  to  every  advertis- 
ing proposition  that  comes  along  and  see  how  much  better  off 
you  will  be  at  the  end  of  the  year. 

Is  it  a  magazine  proposition  ?  Then  take  the  standard  of 
mail  order  mediums  to  reach  households — the  Ladies'  Home 
Journal.  If  in  it  a  hundred  dollar  space  can  reach  so  many 
people  how  many  will  be  reached  by  the  same  cost  with  another 
publication  ?  If  you  know  the  other's  circulation  so  much 
quicker  can  you  get  at  the  answer ;  if  you  do  not,  so  much 
worse  for  the  paper  under  test.  For  every  publication  should 
give  its  circulation. 

The  same  way  with  "lists"  of  newspapers  or  separate 
newspapers  that  appeal  to  mail  order  trade.  Competition  and 
the  insistence  of  advertisers  will  in  time  reduce  advertising 
rates  to  an  equable  basis.  In  the  meantime,  the  only  rule  is  to 
take  the  standards  in  magazines  and  newspapers  and  judge  by 
them  the  worth  of  all  others.  I  have  taken  inch  ads  as  well  as 
pages  in  publications.  On  one  mail  order  ad  alone  that  passed 
through  my  hands  about  seven  thousand  dollars  was  spent.  At 
least  one  hundred  thousand  dollars  has  been  directed  by  the 
writer  for  mail  order  advertising,  so  it  can  be  seen  that  I  have 
given  much  consideration  to  the  subject.  I  have  found  that  the 
Ladies^  Home  Journal  z.\\^  the  You  Hi's  Companion  were  the  best 
paying  mediums,  McClures^  Munsey^ s^  Success  and  the  Ledger 
Monthly.,  were  also   among  those  that  brought  good  results. 

The  selection  of  mediums  is  simply  the  exercise  of  that 
judgment  one  would  bring  to  bear  upon  the  buying  of  any  bill 
of  goods.  For  a  retail  house  or  any  business  carrying  a  line  of 
goods  appealing  to  a  mail  order  trade,  nothing  can  equal  the 
catalogue.  Properly  gotten  up  and  put  in  right  hands  it  is  a 
silent  salesman  that  day  and  night  works  with  main  and  might. 
It  covers  the  ground  as  can  no  advertisement.  But  it  should 
only  speak  of  goods  carried  in  stock  for  six  months  after  issu- 
ance. Then  follows  the  booklet,  circular  and  leaflet.  This 
form  of  mail  order  advertising  is  more  fully  treated  of  in 
another  chapter.  While  I  am  a  great  admirer  of  the  bold,  big 
advertising  spaces,  I  have  noticed  plenty  of  instances  where 
small-sized  advertisements  on  leaders  have  brouoht  wonderful 


222  Successful  Advertising 

results.  In  proportion  to  their  space  they  frequently  proved 
more  profitable  than  the  larger  announcements.  A  two  inch 
advertisement  on  izyi  cent  handkerchiefs  during  the  holiday 
season  is  a  case  well  remembered.  The  daily  advertisements 
of  retail  houses  should  occasionally  say  a  few  words  about  the 
mail  order  department. 

A  mail  order  advertisement  can  as  a  rule  be  prepared  weeks 
in  advance.  This  is  where  it  differs  from  the  usual  advertise- 
ment. And  the  earlier  it  is  sent  to  the  publication  the  better 
the  chance — all  other  things  being  equal — is  there  for  a  good 
position. 

Talk  Number  II. 

BOOKKEEPING  AND  SYSTEM  OF   HANDLING   LETTERS 
AND  ORDERS. 

The  bookkeeping  of  the  average  mail  order  department  is 
not  unlike  the  bookkeeping  of  an  average  business.  The  index 
name  book  where  names  are  carefully  indexed  and  classified 
according  to  territory  is,  however,  a  book  peculiar  to  mail  order 
departments.  Under  the  heading  A,  may  be  subdivisions  of 
different  States  and  counties  where  Andersons,  Amsdens, 
Andrews,  Appletons,  etc.,  live.  Opposite  their  names  can  be 
memoranda  of  the  size  and  frequency  of  orders.  In  this  man- 
ner the  worth  of  each  customer  is  at  all  times  apparent.  In 
very  large  departments  names  under  the  proper  subdivisions  are 
classified  in  huge  filing  cabinets  or  cases  similar  to  those  used 
in  public  libraries. 

In  the  writer's  eye  is  a  system  now  in  operation  in  a  large 
department  store.  All  letters  to  the  firm  are  opened  in  the 
main  oflSce.  Demands  for  samples  are  then  stamped  to  be 
immediately  sent  to  the  mail  order  office.  Letters  containing 
remittances  in  any  form  go  to  the  head  cashier  of  the  house, 
who  extracts  the  money  and  stamps  the  sum  received  to  the 
credit  of  the  mail  order  department,  which  department  then 
numbers  on  a  consecutive  numbering  machine  the  letters.  Then 
they  are  alphabetically  assorted  and  entered  upon  the  register- 
ing book. 


How  To  Accomplish  It.  223 

Afterwards  they  are  read  and  handed  to  the  girls  filling 
orders — according  to  the  departments  covered  by  the  girls. 
Requests  for  samples  of  dress  goods,  linings,  etc.,  are  left  with 
clerks  in  these  departments  who  are  expected  to  attend  to  the 
letters  before  the  day  is  out.  Before  filling  an  order  the  girl 
makes  out  a  card  which  shows  the  name  and  address  of  the 
sender  as  well  as  the  amount,  shipping  directions  and  whatever 
notes  may  be  valuable  regarding  any  details  of  the  order.  This 
card  bears  the  time  stamp  of  the  manager  of  the  mail  order 
department,  so  he  can  tell  how  much  time  the  girl  consumed  in 
filling  the  order.  This  time  stamp  is  a  constant  indicator  of 
the  mail  order  filler's  efficiency. 

Having  selected  the  goods  they  are  sent  from  the  counter  to 
the  mail  order  office,  thence  after  examination  and  checking  to 
the  shipping  department.  Before  the  goods  are  sent  to  this  lat- 
ter department  the  girl  detaches  from  her  card  a  stub,  and  the 
card  itself  goes  with  the  merchandise  to  the  shipping  room. 
The  shipping  manager  stamps  on  the  card  the  hour  and  moment 
of  shipment.  So  this  card  is  a  silent  evidence  of  the  prompt- 
ness of  the  mail  order  selling  and  shipping  departments.  If 
there  is  a  slip  up  anywhere  either  in  the  delay  of  filling  orders, 
insufficient  goods  to  fill  orders,  or  a  superabundance  or  lack  of 
funds  in  payment,  it  becomes  a  comparatively  easy  matter  to 
write  a  letter  to  the  customer  that  will  straighten  out  matters. 
And  it  is  highly  important  to  see  that  the  customer  is  satisfied 
in  every  detail.  When  there  is  even  the  slightest  imperfection 
regarding  the  filling  of  orders  a  letter  should  be  sent  to  set  the 
department  right  in  the  customer's  eye. 

Talk  Number  III. 
SECURING    NAMES. 

No  matter  how  good  the  literature — how  strong  the  adver- 
tising ammunition — unless  the  right  names  are  secured  nmch 
is  wasted. 

There  are  firms  in  large  cities  that  make  a  business  of  sup- 
plying names  to  retailers.  The  well-established  firms  are  pat- 
ronized largely  by  mail  order  advertisers  of  novelties,  special- 


224  Successful  Advertising 

ties,  etc.,  and  are  occasionally  called  upon  by  retailers  and 
wholesalers  about  catalogue  time. 

As  a  rule  the  retailer  depends  upon  his  regular  list  of  cus- 
tomers for  names.  This  list,  which  grows  with  the  advertising 
of  the  mail  order  department,  is  the  most  valuable  list  obtainable. 

Local  papers  have  been  known  to  loan  their  subscription 
list  to  good  advertisers.  This  courtesy  was  extended  me  by 
the  Denver  Times  when  I  had  charge  of  the  Denver  Dry  Goods 
Company's  mail  order  department.  Subsequently  I  evolved 
this  idea,  which  can  be  utilized  by  any  one,  provided  the  local 
express  will  assist. 

I  went  to  the  Wells-Fargo,  Rio  Grande,  American  and  all 
the  express  companies  running  out  of  Denver  and  induced 
them  to  send  a  letter  signed  by  the  Denver  Dry  Goods  Company 
and  the  express  company  to  all  the  express  company's  sub- 
agents.  Scattered  throughout  the  Rocky  Mountains  were  sev- 
eral hundred  sub-agents,  and  each  received  a  request  for  a  list 
of  likely  mail  order  customers  in  his  district,  i^early  all  the 
sub-agents  responded,  and  soon  I  had  the  satisfaction  of  secur- 
ing the  best  names  from  the  territory  to  be  reached.  These 
names  were  carefully  indexed.  Mr.  Catlin,  the  mail  order 
manager  of  the  Hub  Clothing  House,  Chicago,  originated  a 
number  of  efficient  methods  of  obtaining  valuable  mail  order 
names.  He  addressed  a  letter  to  fifteen  thousand  express 
agents  in  as  many  different  towns  throughout  the  country. 
This  letter  made  the  proposition  that  if  the  express  agent  would 
send  on  the  accompanying  blank  names  of  fifty  persons  whom 
he  knew  to  be  reliable,  and  who  would  be  probable  purchasers 
of  clothing,  he  would  receive  a  commission  of  five  per  cent,  on 
all  orders  sent  in  by  the  people  whose  names  were  on  his  list. 
Nearly  fifty  thousand  names  were  obtained  in  this  manner,  and 
tabulated  by  means  of  the  card  system.  The  practical  results 
obtained  from  this  list,  however,  were  not  as  satisfactory  as 
those  obtained  by  some  other  methods.  For  example,  at  the 
Trans- Mississippi  ExjDOsition  at  Omaha,  a  registration  was 
made  of  married  women,  and  Mr.  Catlin  secured  twenty  thous- 
and names  from  this  registration,  which  are  especially  valuable 
in  sending  out  catalogues  and  samples  of  children's  clothing. 


How  To  Accomplish  It.  225 

A  successful  scheme  for  obtaining  practical  mailing  lists  is 
exhibited  in  a  three-page  folder,  "  The  Hub's  Proposition." 
This  folder  sets  forth  the  desire  of  The  Hub  to  obtain  nimes  of 
parties  who  are  likely  to  be  interested  in  their  catalogue,  and 
invokes  the  aid  of  patrons  by  oflfering  them  a  fair  remuneration 
for  the  services  rendered.  The  folder  displays  attractive  cuts 
of  samples  of  men's  and  boys'  garments,  and  agrees  to  furnish 
them  at  about  the  cost  of  production,  provided  the  person 
addressed  will  fill  out  the  accompanying  blank  and  send  in  five 
names  and  addresses  of  prospective  purchasers.  The  Hub  then 
agrees  to  ship  any  of  the  garments  advertised  in  the  folder  by 
express  C.  O.  D.,  without  any  deposit,  and  at  a  reduction  of 
about  twenty-five  per  cent,  from  retail  prices.  This  method 
not  only  obtains  valuable  names,  but  serves  to  introduce  the 
goods  in  many  communities  where  they  were  formerly  unknown. 
An  ordinary  name  index  answers  for  a  small  mail  order 
department.  For  a  large  department  a  system  of  files  similar 
to  that  used  in  large  libraries  answers  the  purpose.  These  names 
should  be  carefully  watched.  When  a  person  dies  or  moves  the 
name  should  be  struck  off  or  the  address  corrected.  Sending 
out  literature  to  dead  names  or  names  that  do  not  respond  is  a 
dead  loss  of  postage,  printing  matter,  time  and  effort.  The  rule 
in  the  best  managed  mail  order  houses  is  to  mail  to  a  new  name 
for  a  year,  and  if  no  sale  is  made  in  that  time  this  name  is  taken 
from  the  list. 

Talk   Number  IV. 
BEST   ARTICLES   TO   ADVERTISE. 

This  article  is  aimed  rather  at  the  small  mail  order  con- 
cerns, although  large  firms  can  gather  points.  Many  a  man 
starting  a  mail  order  business  is  at  a  loss  as  to  what  to  advertise. 
This  epitome  of  many  years'  experience  and  observation  may 
throw  some  light  upon  the  subject. 

Handkerchiefs  at  a  popular  price  like  123^  cents  are  great 
mail  order  sellers  all  the  year  round — particularly  so  during  the 
holiday  season.  Ladies'  wrappers  at  98  cents  or  thereabouts 
are  good  sellers.      Gloves  for  men  and  women  in  the  vicinity 

15 


226  Successful  Advertising 

of  a  dollar  pull  good  trade.  So  are  ladies'  shirt  waists  during 
the  summer  season.  Hosiery  is  fair.  Boys'  suits  are  well  sold 
all  the  year  round,  but  take  care  that  the  price  is  a  moderate 
one.  A  fairly  good  boy's  suit  can  be  sold  at  $1.98,  which  price 
includes  transportation.  Through  the  summer  season  a  boy's 
sailor  suit  at  the  same  figure  has  been  known  to  pull  in  lots  of 
trade.  Men's  and  boys'  bicycle,  athletic  or  sporting  caps  in  the 
vicinity  of  25  cents  are  trade  winners.  Ladies'  tailor-made 
suits  ranging  from  the  cheap  affair  of  wool  repellent  cloth  at 
$4.95  up  to  the  finest  serges,  cheviots,  broadcloths,  etc.,  at  ;^20 
and  $2$  win  patronage.  Ladies'  duck  suits  for  beach  and 
mountain  wear  are  quick  sellers  through  the  short  summer 
season.  In  the  early  fall  and  spring  light  weight  jackets  and 
capes  for  ladies  and  misses  are  good  sellers,  and  throughout  the 
winter  heavy  weight  outer  garments  for  men,  women  and  chil- 
dren. Ladies'  mackintoshes  at  $2.95  or  thereabouts  are  quick 
movers.  Do  not  climb  too  high  in  the  scale  of  prices.  Make 
the  price  as  little  as  consistent  with  a  worthy  article. 

During  the  spring  seed  season  packages  of  seeds  (18  or 
20  in  a  bunch)  can  be  profitably  advertised  at  18  cents  and  20 
cents  per  bunch.     Bulbs  are  fair  sellers. 

Cheap  watches  sell  rapidly;  $1.50  is  a  popular  price  to  move 
watches.  A  certain  firm  has  made  a  great  mail  order  success 
with  a  dollar  watch.  Cameras  and  camera  outfits  appeal  to 
everybody,  particularly  during  the  summer  season.  Concerns 
have  been  known  to  make  money  out  of  men's  trousers  at  $1.95, 
men's  suits  at  $4.98,  men's  overcoats  at  the  same  figure  and 
men's  mackintoshes  at  $2.75.  But  as  a  general  rule  these 
latter  goods  are  hard  to  move — not  especially  easy  over  the 
counter  and  much  more  diflicult  by  mail  or  express.  Sewing 
machines,  clocks,  jewelry,  eyeglasses,  music,  musical  instru- 
ments and  articles  of  household  use,  when  easily  priced  and 
properly  pushed  are  money  makers.  While  Montgomery, 
Ward  &  Co.  and  Sears-Roebuck  Co.,  Chicago,  sell  almost 
everything  necessary  for  personal  need  or  domestic  use,  do 
not  jump  at  the  conclusion  that  you  can  do  the  same.  First 
study  your  territory  and  its  people's  needs.  Then  pick  out 
some  article  for  which  there  is  a  certain    demand,  such  as   a 


How  To  Accomplish  It  227 

handkerchief  during  the  holiday  season,  a  boy's  sailor  suit,  a 
woman's  shirt  waist  during  the  summer  season,  or  a  glove 
for  all-year-round  trade. 

Little  points  of  local  and  climatic  conditions  should  be 
studied.  Again  is  repeated  :  Have  prices  as  small  as  possible 
on  goods  of  worth  and  wear. 


Talk  Number  V. 
CATALOGUE  MAKING. 

Another  leading  subject  is  the  catalogue  matter.  How  to 
get  up  a  catalogue  with  as  little  expense  as  possible — "  Aye  "  as 
Hamlet  puts  it,  "there's  the  rub."  I  have  seen  catalogues  that 
were  gotten  up  at  no  expense  whatever  to  the  house  sending 
them  out.  How  ?  Simple  enough  !  A  retail  house  can  call 
upon  the  wholesalers,  importers  and  manufacturers  with  whom 
it  deals  to  give  quarter,  half  and  full  page  advertisements  to  the 
catalogue.  Sometimes  more  than  enough  is  thus  realized  to  pay 
for  the  cost  of  the  catalogue.  Cuts  can  be  secured  the  same 
way.  But,  broadly  speaking,  this  is  not  true  economy,  for  the 
house  thus  puts  itself  under  obligations  to  the  wholesalers,  im- 
porters and  manufacturers  taking  advertising  space.  And  these 
obligations  are  as  a  rule  met  with  compound  interest. 

A  catalogue  should  be  planned  well  in  advance.  Estimates 
should  be  secured  from  printers,  artists,  paper  dealers,  etc.,  in 
time  to  permit  a  careful  arrangement  of  copy  and  further  plans. 
In  giving  out  the  work  the  good  advertiser  does  not  necessarily 
give  it  to  the  lowest  bidder.  He  gives  it  to  the  writer,  artist, 
printer  and  paper  dealer  who  is  responsible — who  has  a  reputa- 
tion for  turning  out  good  work  in  quick  time — provided  his 
prices  are  right.  In  working  up  a  catalogue  give  each  depart- 
ment a  representation  according  to  that  department's  money 
making  ability.  No  more,  no  less.  On  a  small  catalogue  it 
may  be  well  to  have  the  printer  estimate  on  printing,  paper,, 
presswork,  binding  and  mailing  (which  includes  postage).  But 
it  has  been  my  experience  that  on  large  orders  it  is  wiser  to  get 
the  paper  estimate  from  some  paper  dealer.     The  printer  could 


228  Successful  Advertising 

estimate  on  printing,  presswork,  binding,  and  mailing,  although 
in  some  cases  money  can  be  saved  by  having  the  mailing  figure 
considered  by  some  mailing  concern. 

As  to  text.  Have  it  terse,  direct,  business-like.  Give  full 
descriptions  of  goods  and  always,  always  give  prices.  Prices 
clinch  custom  ;  all  else  only  lead  to  that  pleasant  point,  A 
page  introductory  about  the  good  things  to  follow  is  all  right, 
so  are  short  introductories  to  the  beginning  of  chapters. 

As  to  illustrations.  Whether  they  should  be  colored,  half- 
tones, wood  cuts  or  pen  and  ink  sketches  is  a  matter  for  you  to 
determine,  as  you  are  the  best  judge  of  the  individual  case.  For 
ordinary  catalogues,  pen  and  ink  drawings  are  all  right.  They 
are  inexpensive.  They  can  be  made  for  about  a  dollar  each,  or 
can  be  had  in  New  York  ready  made  for  half  and  even  quarter 
that  sum.  Wood  engravings  are  more  expensive,  ranging  from 
two  to  ten  dollars  apiece.  No  black  and  white  illustration  pic- 
tures an  article  with  such  strength,  fidelity  and  thoroughness  as 
the  wood  engraving.  Half-tones  and  colored  work  still  climb 
higher  the  ladder  of  expense.  For  garments  and  figures  the 
half-tones  will  be  always  in  demand.  There  is  a  daintiness  and 
softness  about  a  half-tone  that  adds  a  touch  of  fashion  to  any 
garment  and  a  grace  to  any  figure.  Colored  plates  are  in 
demand  by  some  advertisers,  but  for  picturing  purely  dry  goods 
or  department  store  matter,  a  fair  comparison  has  demonstrated 
to  my  mind  that  colored  work  is  not  as  strong  and  practical, 
therefore  not  so  desirable  as  artistic  black  and  white  effects. 

As  to  type.  If  the  printer  is  a  good  one  let  him  decide  that 
point  himself.  A  good  rule  to  follow  is  to  have  as  few  varieties 
on  a  page  as  possible.  De  Vinne,  Jensen  or  Howland  makes  a 
good  display.  Small  Pica,  Nonpareil  or  Brevier  answers  the 
body  purposes.  Footnotes  can  be  brought  out  in  Agate  (lower 
case). 

As  to  paper.  Have  the  paper  good.  Your  catalogue  is 
your  representative,  and  a  shabby  representative  hurts  any  busi- 
ness. The  same  may  be  said  as  to  the  general  effect  of  the  cata- 
logue, which  means  that  paper  dealer,  printer,  writer  and  artist 
should  do  their  utmost  to  produce  a  creditable  catalogue,  and 
in  return  get  a  fair  recompense  for  what  they  give  you. 


How  To  Accomplish  It.  229 


Talk  Number  VI. 
CONCERNING  CORRESPONDENCE. 

It  is  truly  extraordinary  in  this  eminently  prosaic  age  how 
methods  of  approaching  persons  influence  trade.  Take  the  soft, 
delicate,  insinuating  method  and  you  sicken  some  robust  char- 
acters, while  pleasing  those  accustomed  to  the  velvet  side  of  life. 
Go  at  some  people  with  a  club  and  you  scare  them  into  giving 
you  business,  while  others  instantly  show  fight  and  become  for- 
ever enemies. 

First-class  mail  order  managers  and  credit  clerks  have  the 
gentle  art  of  correspondence  down  to  a  fine  degree.  Generally  it  is 
the  "  iron  hand  beneath  the  velvet  glove  "  method  that  prevails. 

The  mail  order  correspondent  in  the  fullness  of  time  comes 
to  know  the  various  shades  of  character  in  the  various  cus- 
tomers. By  keeping  these  idiosyncrasies  in  mind  he  is  better 
able  to  adjust  grievances  and  in  letters  emphasize  the  points  of 
goodness  of  his  goods  and  mail  order  system. 

The  mail  order  correspondent  might  well  take  a  lesson  in 
graphology  or  the  deduction  of  character  from  handwriting. 
There  are  some  books  on  the  subject  procurable  from  almost 
any  library,  and  graphology  is  by  no  means  an  inexact  science. 
The  heavily  marked  letters  without  flourishes  indicate  the 
severely  practical  and  frequently  the  close-fisted.  Open  letters, 
and  letters  showing  flourishes,  indicate  a  tendency  to  extrava- 
gance. The  social  status  of  the  writer  is  often  shown  in  no  un- 
certain manner  by  the  delicate  aristocratic  penmanship,  while 
the  inky,  slovenly  style  tells  another  story.  The  great  point  is 
for  the  writer  to  put  himself  in  the  place  of  the  reader.  If  by 
previous  business  relations,  by  inferences  from  penmanship,  ex- 
pression, locality,  size  of  order,  or  style  of  goods  desired,  the 
writer  can  determine  the  soft  and  hard  points  of  the  customer's 
make-up,  then  he  can  write  a  letter  or  series  of  letters  that  will 
play  a  symphony  upon  the  right  business  keys. 

All  Uncle  Sam's  letters— be  they  naval,  military,  or  what 
not — are  couched  in  a  sententious  and  simple  style.     So  are  the 


230  Successful  Advertisings 

letters  from  many  great  business  houses.  Long  experience  may 
have  determined  that  this  method  of  corresponding  is  the  cor- 
rect one  for  business  purposes.  But  people  are  human  and  are 
moved  by  appeals  to  pride,  vanity,  anger,  jealousy,  etc.,  just  as 
much  as  ever,  and  it  does  seem  as  though  the  writer  who  could 
inject  into  a  letter  something  else  besides  cold  business  would 
be  a  step  in  advance  of  the  conventional  letter  writer. 


Talk  Number  VII. 
PROMPTNESS  AND  THOROUGHNESS. 

The  two  watch-words  in  filling  orders  are  :  Promptness  and 
Thoroughness.  Gain  a  reputation  in  these  points  and  much  is 
accomplished.  Tt  makes  no  matter  how  good  are  the  goods, 
how  small  are  the  prices,  if  the  customer's  desire  has  to  cool 
before  merchandise  appears,  a  blow  to  business  is  the  result. 
First-class  mail  order  houses  fill  orders  the  day  they  are  received. 
And  they  fill  orders  thoroughly.  There  is  no  skimping  of  full 
measurement,  nor  lack  of  desire  to  carry  out  the  customer's 
desire  at  every  point.  It  does  not  pay  to  substitute  goods  unless 
the  customer  has  given  that  privilege. 

Up-to-date  business  is  pretty  brisk  business.  It  tells  of 
quick  service,  intelligent  service,  good  goods  and  fair  prices. 
When  it  does  not  something  happens.  And  that  something 
means  that  "  the  other  fellow  "  gets  the  business  because  he  gets 
to  the  heart  of  the  customer  and  pocketbook  better  and 
quicker  than  you,  by  his  promptness  and  thoroughness  in  filling 
orders  on  dependable  merchandise,  properly  priced.  Uncle 
Sam's  postal  service  is  excellent.  Even  second  and  third-class 
mail  matter  moves  without  loss  of  time.  So  does  express 
matter.  Therefore,  when  delays  occur  customers  instantly  blame 
the  mail  order  department,  and  in  most  cases  they  are  right. 
Some  employees  are  naturally  slack  and  shiftless.  They  let 
orders  lie  on  their  desks  for  a  day  or  two  before  giving  them 
attention.     Such  employees  are  weeds — hoe  them  out  ! 

Many  a  mail  order  covers  a  large  list  of  articles.  Here  is 
where   that  jewel — thoroughness — can    be   shown.     Get   every 


How  To  Accomplish  It.  231 

article  in  its  completeness.  If  ten  yards  of  cotton  are  ordered 
give  full  yards,  not  nine  and  eight-ninths.  If  three  dozen 
packages  of  seeds  are  ordered,  do  not  give  thirty-five.  If  a  spool 
of  Clark's  thread,  a  dozen  of  pens,  two  packages  of  safety  pin 
books,  each  containing  three  dozen  pins,  a  gross  of  thirty-six 
inch  selected  grain  whalebone  and  a  lot  of  other  things  are 
ordered  in  by  the  dressmaker  in  Poughkeepsie  or  Pawling,  see 
that  the  order  is  filled  to  the  letter  and  shipped  the  day  it  is 
received.  Same  way  in  filling  orders  on  patent  medicines  or  any 
sort  of  specialties.  Keep  the  orders  moving  all  the  time — never 
let  them  hurry  or  worry  you.  As  a  rule,  the  people  who  are 
rushed  to  death  are  they  who  have  permitted  work  to  accumu- 
late upon  their  shoulders.  The  cool,  collected  employes 
accomplish  a  fair  share  of  work,  each  day  and  the  succeeding 
day  finds  them  in  the  proper  frame  to  do  justice  to  further 
batches. 

Talk  Number  VIIl. 

GOOD  MAIL  ORDER  HELP. 

Every  mail  order  employee  should  be  a  clear  and  inde- 
pendent thinker — be  ready  to  adapt  himself  to  the  emergencies 
that  arise  from  time  to  time — be  trained  in  the  matter  of  filling 
orders  properly  and  clever  enough  to  extract  the  writer's  mean- 
ing from  the  letter  obscurely  expressed.  This  means  that  the 
good  mail  order  employee  must  possess  brains  above  the  average. 
In  a  mail  order  department  are  opportunities  in  plenty  to  exer- 
cise tact,  patience  and  cleverness.  Tact  can  be  exercised,  for 
instance,  in  the  dress  goods  department  of  a  retail  house,  when 
clerks  are  rushed  with  over-the-counter  trade  and  the  mail  order 
employee  is  waiting  to  get  a  line  of  samples  or  a  few  yards  of 
Henriettas.  Tact  can  be  exercised  in  the  framing  of  a  letter  so 
as  to  soothe  a  soul  already  disturbed  by  an  order  misunderstood 
or  sent  astray.     Tact  can  be  shown  in  numberless  ways. 

So  can  patience.  Many  mail  order  letters  are  neither 
Chesterfieldian  in  tone  nor  clear  in  meaning.  Patience  may 
unravel  the  latter  and  receive  the  former  in  a  manner  that  will 
not  upset  business  equanimity.     Cleverness  can  be  shown  in 


232  Successful  Advertising 

expression  of  letters,  in  filling  of  orders,  in  the  thousand  and 
one  business  details  that  a  year  brings  forth. 

No  mail  order  manager  need  be  told  that  it  is  hard  to  get 
good  help.  He  knows  this  fact  has  been,  is  and  will  be  so  for  a 
long  time  to  come.  And  when  a  good  mail  order  employee  is 
secured,  only  just  treatment  and  a  liberal  salary  will  retain  him 
or  her.  In  filling  orders  demanded  by  women,  the  best  help  are 
bright  girls.  They  know  the  needs  and  peculiarities  of  their  sex 
better  than  men  and  are  generally  better  posted  on  the  fads  that 
fashion  brings  to  the  surface.  But  men  make  better  managers. 
They  have  a  clearer  idea  of  broad  problems  of  business  and  a 
better  grasp  on  a  number  of  details  handled  by  a  number  of  femi- 
nine subordinates.  This  is  a  rule  to  which  there  are  exceptions 
as  there  are  to  all  rules. 

It  is  work  clean  through  in  a  mail  order  department, 
whether  it  be  sending  out  phials  of  medicine  or  everthing  that  a 
department  store  carries.  Mentally  and  physically  every  em- 
ployee should  be  at  the  best  and  active  all  the  time.  Personally 
the  writer  is  not  in  favor  of  too  many  posted  rules  and  regula- 
tions. I  consider  it  better  to  have  a  few  fundamentals  well 
grounded  in  each  employee's  mind — the  result  of  a  short  talk 
and  a  few  day's  practice.  Posted  rules  are  eye-sores  to  the  intel- 
ligent, and  none  but  the  intelligent  should  find  room  in  a  mail 
order  department.  It  is  bad  to  mix  up  one  employee's  work 
with  another.  Each  should  have  his  or  her  sphere  of  action 
clearly  defined  and  understood. 

Talk  Number  IX. 

HAVE  A  riAIL  ORDER  PLAN. 

Like  everything  else  the  start  should  be  right.  To  start 
right  is  to  start  with  a  good  plan,  and  the  plan  should  be  as  well 
executed  as  conceived.  From  time  to  time  as  exigencies 
demand,  departures  can  and  will  be  made  from  the  first  plan, 
but  back  of  all  stands  the  original  scheme. 

The  requisites  of  a  mail  order  department  are  : 

1.  A  select  list  of  names. 

2.  Intelligent  mail  order  employees. 


How  To  Accomplish  It.  233 

3.  A  good  head  to  manage  the  department 

4.  Plenty  of  goods  to  fill  orders. 

With  these  requisites  the  general  rules  to  follow  are  : 

1.  Fill  all  orders  promptly. 

2.  Fill  all  orders  carefully. 

3.  Answer  all  correspondence  comprehensively  and  carefully. 

4.  Keep  up  the  advertising. 

5.  Exchange  goods,  refund  money  and  give  your  mail  order 
customers  the  same  privileges  they  would  receive  had  they 
bought  in  person. 

6.  Keep  right  at  it — systematically  persistent. 

One  of  the  annoying  features  will  be  the  vague  and  foolish 
orders  that  will  come  in  from  time  to  time.  Patience  is  a  jewel 
in  the  mail  order  business.  Always  keep  this  jewel  bright. 
One  must  be  quick  and  accurate  in  deciphering  the  most  diffi- 
cult handwriting — be  able  to  disentangle  from  a  skein  of  tangled 
expression  the  customer's  desire,  and  must  have  enough  mother 
wit  to  supply  the  right  shade  of  ribbon  or  the  proper  caper  in 
ruching  when  these  details  are  lacking. 

Have  a  plan  about  advertising.  Do  not  go  at  it  in  a  half- 
hearted way  and  then  give  up.  As  Davy  Crockett  used  to  say, 
"  Be  sure  you  are  right,  then  go  ahead."  The  average  adver- 
tising appropriation  of  a  mail  order  department  is  three  per  cent, 
of  the  gross  business.  In  starting  in  you  should  splurge  a  little, 
then  tone  down  to  a  steady  percentage  of  expenditure. 

See  that  the  boxes  and  tubes  to  hold  goods  are  of  the  exact 
size  and  weight.  Postage  money  may  be  wasted  otherwise. 
See  that  you  have  plenty  of  them,  as  you,  your  customers  and 
the  postman  will  be  extremely  annoyed  when  goods  are  poorly 
packed.  It  is  best  to  make  a  price  that  covers  transportation  as 
well  as  cost  to  customers.  As  a  last  axiomatic  injunction  let  it 
here  be  added  :  That  the  advertising  matter  be  written,  illus- 
trated and  placed  right  to  impress  the  right  people  with  the 
right  goods  at  the  right  prices. 


234  Successful  Advertising 


Talk  Number  X. 
MAIL  ORDER   TERRITORIES. 

This  is  a  matter  the  importance  of  which  has  been  overlooked 
by  too  many  mail  order  tyros.  Unless  the  territory  is  ripe  for 
an  article  or  comparatively  free  from  the  influence  of  other  mail 
order  concerns  it  is  folly  to  there  spend  money  for  mail  order 
purposes.  The  mail  order  territory  of  this  continent  may  be 
divided  into  three  sections,  viz.,  the  Eastern,  Northern  and 
Southern  States,  which  are  well  supplied  through  the  mail 
order  departments  of  big  houses  in  New  York,  Boston,  Phila- 
delphia and  a  few  other  large  Eastern  sources  ;  the  great  Mid- 
dle West,  which  Chicago  well  covers,  and  that  section  west  of 
the  Rockies  which  is  catered  to  by  a  few  large  concerns  in  Den- 
ver, Salt  Lake,  San  Francisco  and  Portland. 

Now,  Mr.  Mail  Order  Man,  be  your  prospective  business 
big  or  little,  look  over  the  above  paragraph  and  see  how  its 
information  affects  your  case. 

For  the  average  mail  order  concern — mind  you,  this  applies 
to  the  average,  not  to  the  one  with  an  article  for  which  there  is 
a  world-wide  demand  with  but  one  source  of  supply — it  is  not 
wise  to  attempt  to  gather  business  from  more  than  its  own  and 
adjoining  States.  An  Omaha  house  bidding  for  mail  order 
business  should  attempt  to  cover  only  Nebraska,  the  northern 
end  of  Kansas,  the  eastern  of  Colorado,  the  Dakotas  and  such 
portions  of  adjoining  States  which  would  not  come  under  the 
influence  of  equally  large  or  larger  concerns  in  Kansas  City, 
Denver,  St.  Louis  and  Chicago.  The  nearness  of  these  other 
bases  of  supplies  to  possible  customers  with  the  certainty  of 
qualities  and  prices  equally  attractive  would  operate  against  the 
Omaha  attempt. 

There  was  a  time — and  not  so  long  ago,  either — when  a 
mail  order  department  in  the  East  could  supply  the  mail  order 
demands  of  the  entire  East  and  South.  But  that  is  of  the  past. 
Western  and  Southern  houses  have  sprung  up  and  have  so  well 
supplied  mail  order  trade  that  many  Eastern  mail  order  depart- 


How  To  Accomplish  It. 


2?.fi 


merits  have  seen  their  trade  dwindle  to  insignificant  proportions. 
Climatic  conditions  are  well  to  remember.  In  Oregon,  where  it 
rains  practically  nine  months  in  the  year,  umbrellas,  water- 
proofs and  rubbers  are  great  sellers.  In  Florida  and  adjoining 
States  an  all  the  year  round  demand  can  be  counted  upon  for  shirt 
waists,  wrappers,  etc.  In  Montana  capes,  wraps  and  overcoats 
can  be  sold  during  each  of  the  twelve  months.  And  it  also 
may  be  remembered  that  certain  articles  in  certain  States  are  in 
greater  demand  than  elsewhere.  You  can  sell  two  revolvers  in 
Colorado  where  one  would  be  sold  in  Illinois  and  more  cheap 
jewelry  in  the  South  than  in  New  England. 

Talk  Number  XI. 
COMPILING   MAIL  ORDER   LITERATURE. 

Mail  order  literature  embraces  many  forms  of  catalogues, 
booklets,  circulars  and  leaflets,  to  say  nothing  of  the  newspapers 
and  magazines.  The  expenditure  ranges  from  two  to  ten  per 
cent,  of  that  department's  business,  according  to  the  judgment  of 
the  head,  who  should  know  his  resources  and  expenditure  better 
than  any  one  else.     The  average  expenditure  is  three  per  cent. 

Every  retailer  and  wholesaler — yes,  every  novelty  and 
specialty  dealer  with  any  kind  of  a  business — should  get  out  a 
catalogue  twice  a  year.  The  spring  and  summer  catalogues 
should  be  ready  by  the  first  of  April,  the  fall  and  winter  cata- 
logue by  the  first  of  October.  With  every  catalogue  should  be 
attached  a  mail  order  blank.  He  who  cannot  afford  a  catalogue 
should  have  a  booklet— if  not  a  booklet  then  a  circular  of  infor- 
mation— but  in  either  case  a  mail  order  blank  is  most  desirable. 
There  should  be  illustrations  in  plenty,  as  well  as  terse  descrip- 
tions of  goods.  Unless  for  seed  or  other  purposes  where  colored 
work  is  necessary  it  is  wise  to  have  the  illustrations  in  plain 
black  and  white.  Wood  engravings  are  better  (therefore  more 
expensive)  than  the  usual  line  cuts.  Most  advertisers  find  that 
line  cuts  are  satisfactory'. 

Illustrations  which  convey  an  accurate  picture  of  the  goods 
and  suggest  a  thought  as  to  their  uses  are  the  illustrations  to 


236  Successful  Advertising 

use.  Dead,  flat  cuts  repel  interest.  There  should  be  action  in 
the  cut  as  well  as  in  the  text.  Business  is  full  of  action  and  all 
its  advertising  should  be  a  reflex  of  its  action.  Next  in  import- 
ance to  the  catalogue  is  the  booklet,  after  which  comes  the  cir- 
cular. Glittering  generalities  do  not  win  trade.  It  is  the 
specific  say-so  with  price  that  clinches  custom. 

Leaflets  are  excellent  advertising  bullets.  A  leaflet  speak- 
ing of  a  glove,  cap,  razor,  pipe  or  anything  retailable,  well 
illustrated  and  well  expressed,  dropped  in  every  letter  and  pack- 
age, is  an  accomplisher.  Several  of  these  accomplishers  can  go 
out  with  every  mail  order. 

The  retailer  should  frequently  speak  of  the  mail  order 
department  in  his  ads.  A  cut  of  a  postman  or  letter-box  with 
something  like  this  inscribed  on  it,  "  Let  us  fill  your  mail 
order?"  "Why  not  do  your  shopping  by  mail?"  etc.,  can  be 
used  with  advantage.  That  it  is  folly  to  skimp  on  the  paper 
and  printing  of  mail  order  literature  good  advertisers  agree. 
The  same  may  be  said  of  the  artist's  and  writer's  work. 


Talk  Number  XII. 
THE   VALUE  OF    PERSISTENCE. 

Before  speaking  of  the  value  of  persistence,  a  word  or 
two  may  be  said  anent  the  curse  of  persistence.  When  one  is 
on  a  wrong  tack  the  earlier  it  be  known  the  better. 

Persistence  is  a  good  thing  to  have  nothing  to  do  with 
when  little  or  no  responses  come  in  for  an  article  that  is  well 
advertised  and  for  which  it  is  assumed  there  should  be  a  prompt 
demand.  If  a  certain  style  fountain  pen  to  sell  at  one  dollar  is 
rightly  advertised  without  bringing  a  profitable  response  it  is 
safe  to  drop  that  pen  and  advertise  something  else.  For  the 
demand  for  fountain  pens  depends  upon  no  climate  conditions, 
nor  is  it  restricted  to  any  section  of  the  land.  Same  way  with 
lots  of  other  things  that  appear  good  to  advertise,  but  prove  not 
as  good  as  they  appear. 

Much  money  is  wasted  in  persistently  advertising  goods  for 
which   there  is  really  no  profitable  demand.     There  is  a  time 


How  To  Accomplish  It.  237 

limit  to  a  fair  trial.  And  if  the  advertiser  does  not  bring  hard, 
horse  sense  upon  this  as  well  as  every  other  mail  order  and 
advertising  proposition  he  will  be  sorry. 

But  persistence  is  a  good  virtue  to  study  in  many  cases.  The 
advertiser  of  pills  must  wait  for  ''the  turn  of  the  tide  "  before  he 
sees  results.  The  advertiser  of  a  young  mail  order  department  in 
a  field  where  there  is  competition  must  wait  some  time  for  the 
worth  of  his  values  to  make  an  impression  upon  those  who  ^ 
were  dealing  with  competitors.  It  takes  time  to  wean  away 
trade  from  others.  It  takes  the  steady,  strong,  systematic 
strokes  of  persistent  advertising  to  do  it.  A  mail  order  trade 
cannot  grow  in  a  night  — the  first  orders  filled  should  act  as 
advertisers  for  succeeding  orders.  There  is  a  form  of  advertising 
known  as  word  of  mouth  advertising.  Jones  says  to  Smith  : 
"Have  you  tried  Brown's  Rheumatic  Solace?"  "No — how 
does  it  work,  and  where  can  I  get  it?"  "Oh,  it's  great!  I 
bought  a  bottle  three  weeks  ago,  and  to-day  I  have  no  rheuma- 
tism. You  can  get  a  bottle  for  a  dollar  from  this  address  in  New 
York."  Or  perhaps  Mrs.  Tinkham  says  to  Miss  Kelly  :  "Have 
you  ever  done  any  mail  order  shopping  with  Smith,  Smith  & 
Co.?"  "No,  I  have  always  dealt  by  mail  with  Brown,  Brown 
&  Co."  "Well,  you  try  Smith,  Smith  &  Co.— a  new  house 
that  carries  the  best  goods  at  lesser  prices  than  your  concern 
and  a  house  that  fills  all  mail  orders  more  thoroughly  and 
promptly. " 

So  the  story  goes.  Like  the  proverbial  snowball,  the  well- 
managed  mail  order  department  gathers  strength  with  its  push- 
ing. "Persistence  in  advertising  it,  persistence  in  pushing,  it  and 
persistence  in  attending  to  all  the  little  points  of  service  accom- 
plish marvels  of  expansion  in  the  fullness  of  time. 


FIVE. 


MISCELLANEOUS  ADVERTISING. 


Choice  of  Advertising  Mediums. 

This  is  the  most  perplexing  question  in  the  whole  calendar 
of  perplexing  problems  that  the  advertiser  must  confront — 
the  selection  of  the  best  advertising  mediums. 

By  the  application  of  that  rule  which  should  govern  all 
advertising,  viz.,  the  application  of  hard,  common  sense,  can 
this  problem  be  solved.  Even  when  it  is  apparently  satisfac- 
torily solved,  sometimes  there  arises  a  doubt  whether  or  not 
there  is  some  money  thrown  away  in  unwise  selection. 

Tlie  expenditure  of  the  advertising  appropriation  is  a  most 
important  one.  With  the  usual  up-to-date  store  this  appropria- 
tion amounts  to  an  annual  expenditure  of  thousands — and  in 
some  metropolitan  concerns  hundreds  of  thousands  every  year. 

A  clothing  concern  in  a  central  New  York  town  recently 
wrote  me  on  this  point.  They  advertised  in  the  two  daily 
papers  and  in  several  weekly  papers  in  that  vicinity.  They 
asked  me  as  to  the  best  method  of  judging  the  value  of  the 
various  mediums.     I  answered  thus  : — 

Take  two  equally  good  values — give  them  the  same  space 
in  each  of  the  daily  papers.  Have  both  ads  written  up  in 
the  same  vein — have  both  illustrated  with  the  garment  adver- 
tised, and  take  very  good  care  that  both  articles  advertised 
are  of  equal  value.  Speak  only  of  seasonable,  necessary 
goods.     Then  tabulate  the  results. 

Later  on  in  the  week  advertise  the  same  garment  in  the  two 
dailies,  only  transpose  the  ads.  Tabulate  the  results.  With  the 
weekly  papers  do  the  same.  In  each  case  note  carefully  the 
238 


How  To  Accomplish  It.  239 

results.  Should  weather  or  other  conditions  cut  sufficient 
figure  to  possibly  affect  the  sale  of  each  garment  repeat  this 
test  advertising  the  week  following. 

Results  tell  the  story — abide  by  tliem.  Stick  to  the  paper 
that  brings  the  business — drop  the  others.  Advertising  is  not 
for  fun — not  for  glory- — advertising  is  a  plain  business  prop- 
osition to  bring  more  business.  You  know,  I  know,  and 
many  others  know  that  some  people  advertise  for  the  pleas- 
ure of  seeing  their  names  in  the  papers.  But  with  the  rapid 
advance  of  advertising  knowledge  this  class  is  growing  hap- 
pily smaller.  People  now  appreciate  advertising  simply  as  a 
lever  to  swing  trade  in  their  direction.  That  is  its  sole  aim  and 
object. 

In  New  York — in  Boston — in  other  cities  I  have  done  this 
test  advertising.  It  is  necessary  in  intelligent  advertising. 
Blind  advertising  is  not  intelligent  advertising.  Only  the 
advertising  that  is  thoughtfully,  seriously,  intelligently  studied 
is  successful  advertising. 

In  mail  order  advertising  key  your  advertising  in  some 
way  so  you  can  tell  exactly  from  which  source  you  get  your 
results.  Supposing  there  was  a  mail  order  concern  in  the  Lex- 
ington Building,  which  numbers  from  141  to  155  East  Twenty- 
fifth  Street,  that  wished  to  do  some  magazine  advertising.  The 
plan  would  be  to  have  say  AlcClure" s  Magazine  answers  go  to 
141  East  Twenty-fifth  Street,  Munsefs  to  142  East  Twenty-fifth 
Street,  Cosmopoliia?i  to  143  East  Twenty-fifth  Street,  Harper's^ 
144  East  Twenty-fifth  Street,  and  so  on.  All  the  responses 
would  come  to  the  Lexington  Building  and  the  advertiser  could 
tell  in  a  moment  which  mediums  paid  him  best  for  mail  order 
trade.  With  this  knowledge  he  could  make  his  advertising  dol- 
lars do  better  duty. 

Lots  of  concerns  in  advertising  catalogues,  etc.,  ask  the 
readers  to  send  for  catalogue  F.,  catalogue  G.,  catalogue  P.,  etc. 
Of  course  it  is  the  same  catalogue  that  all  get,  but  the  requests 
tell  the  story  as  to  which  medium  pulls  the  best.  It  is  a 
splendid  plan  as  the  requests  rightly  filed  stand  as  silent  evi- 
dences of  the  best  publications  in  which  to  advertise. 

Now  as  to  the  choice  of  mediums    to   which  you    are  a 


240  Successful  Advertising' 

stranger.  Appearances  in  publications  as  in  men  are  some- 
times deceitful — but  the  shrewd  observer  can  gather  a  whole 
lot  by  appearances. 

When  a  stranger  enters  your  presence  you  consider  liis 
appearance  at  once.  If  he  is  well  dressed,  well  groomed,  easy 
in  manner  and  conversation  you  are  generally  favorably 
impressed  with  him  until  you  know  him  better  to  his  credit 
or  discredit.  Same  way  with  a  publication.  If  it  has  a 
happy,  healthy,  well-fed  appearance  in  its  advertising  col- 
umns— if  its  editorials  and  articles  are  original,  bright  and 
written  by  writers  who  understand  their  subjects  (}'ou  can 
tell  that  in  a  moment  if  you  are  any  judge  of  publications) 
if  its  paper,  typographical  appearance  and  general  get-up 
impress  you  favorably  then  it  is  a  safe  assumption  that  that 
publication  has  character,  weight  and  circulation.  If  its 
advertising  rates  are  reasonable  you  would  be  justified  in 
giving  it  an  ad.     Then  watch  the  results  carefully. 

George  P.  Rowell  &  Co.'s  Newspaper  Directory  is  as  neces- 
sary to  the  advertiser  as  is  Dun  or  Bradstreet  to  the  business  man. 

I  was  with  a  big  advertiser  the  other  day  who  was  making 
up  his  list  of  mediums.  He  would  pick  up  a  paper,  glance 
over  its  reading  and  advertising  columns  for  about  two  minutes 
— then  lay  it  on  a  heap  of  rejected  or  accepted  publications. 
Appearances  helped  him  in  his  decisions.  Of  course,  being  an 
advertiser  of  some  years'  experience,  he  was  familiar  with  most 
of  the  publications,  but  even  some  in  which  he  previously  adver- 
tised, he  just  then  rejected  because  their  appearances  in  his  esti- 
mation were  not  as  healthy  as  they  once  were. 

A  publication  is  never  at  a  stand-still  in  circulation  and  in- 
fluence. It  is  either  traveling  ahead  or  going  backwards.  This 
is  a  point  that  all  successful  advertisers  consider  carefully.  They 
watch  publications  as  they  do  their  bank  accounts  and  are  all  the 
time  asking  questions  from  every  source  regarding  the  progress 
of  this  or  that  paper. 

Here  is  a  point  that  I  have  noticed  lots  of  advertisers  lame 
on.  That  is  the  choice  of  mediums  to  fit  the  articles  being  ad- 
vertised. High-class  goods  should  be  advertised  in  high-class 
publications — medium  class  goods  in  medium  class  publications 


How  To  Accomplish  It.  241 

and  so  on.  While  it  is  good  sense  to  advertise  bric-a-brac  and 
champagne  in  the  New  York  Herald^  yet  it  is  a  sheer  waste  of 
good  money  to  advertise  them  in  a  paper  that  reaches  the  deni- 
zens of  Avenue  A. 

I  am  aware  that  in  this  article  I  am  speaking  to  thousands 
of  advertisers  who  are  doing  some  tall  thinking  on  the  subject 
of  their  local  publications.  They  are  wondering  if  their  dollars 
are  spent  right  in  this  daily  or  weekly — if  a  clipping  or  increase 
of  mediums  would  do  them  more  good.    To  them  I  would  say  : — 

Keep  the  percentage  of  advertising  expenditure  down  to  the 
proper  point — which  averages  in  the  vicinity  of  three  per  cent, 
for  the  established  retail  business — frequently  give  test  ads 
and  tabulate  carefully  the  results — keep  a  close  eye  on  the  adver- 
tising and  other  features  of  these  publications,  and  try  and  have 
a.  pretty  good  idea  of  what  they  are  doing  for  you. 

Advertising  to  Women, 

Women  do  all  their  own  shopping. 

Women  buy  all  the  children's  needs. 

Women  buy  practically  everything  needed  for  the  home. 

Women  have  and  exercise  an  influential  supervision  over 
every  branch  of  buying  for  the  person  and  home. 

Woman  is  the  dominating  factor  for  the  average  advertiser 
to  consider,  for  without  her  he  would  not  be  advertising. 

There  is  this  difference  between  advertising  to  men  and 
advertising  to  women.  Men  are  reached  by  a  strong  swift 
style — a  style  the  reflex  of  their  business  life — a  style  that  does 
not  lose  itself  in  a  maze  of  details  and  wanderings  into  fashion- 
able features — a  style  sententious,  business-like,  pleasant  and  at 
times  a  trifle  humorous.  Women,  on  the  other  hand,  are  reached 
with  an  easier  and  more  detailed  style — a  style  which  never 
loses  sight  of  the  value  end  of  the  article  advertised  while 
showing  no  hesitancy  in  going  into  deep  details  about  material, 
brand,  manufacture,  color,  shade  and  every  little  point  about 
the  article  advertised. 

Women  are  exact  in  small  matters,  while  men  are  prone  to 
gloss  them  over,  yet  keeping  a  weather  eye  on  important  pro- 
positions. 


242 


Successful  Advertising 


If  a  woman  wants — say  a  wrapper — and  looks  up  advertis- 
ing on  such  an  article  of  daily  household  wear,  she  appreciates, 
after  price,  a  very  complete  description  of  the  garment — some- 
thino;  like  this  : 


A  $1.75  FLANNELEHE  WRAPPER    Cl  IE 
NOW  TO  GO  AT  '*""^*'* 

This  is  a  very  fine  quality  of  Flannelette  Wrapper 
in  the  very  latest  style,  with  yoke,  back  and  front 
prettily  trimmed  with  one  row  of  braid.  It  has 
reveres  over  shoulder,  which  is  also  trimmed  with 
braid  and  a  narrow  edging  of  the  wrapper  fabric. 
The  collar,  cuffs  and  belt  are  also  braid  trimmed, 
wLile  the  inside  vest  lining,  bound  armholes,  tight 
back  and  full  flounced  skirt  also  go  to  show  the  very 
complete  garment.  The  colors  are  red,  blue,  gray, 
lavender,  cadet  and  cerise,  and  again 
we  repeat  the  price  (marked  from 
$1.75)  which  is 


$1.25 


If  there  is  any  feature  greater  than  price  from  the  feminine 
viewpoint  it  is  .style.  Her  garments  must  have  st\le.  Her 
home  needs  must  have  style.  The  wearables  of  every  member 
of  her  household  must  have  style  in  order  to  be  satisfactory  iu 
her  estimation.  No  advertiser  can  afford  to  overlook  the  feature 
of  style. 

The  erratic  productions  of  Fashion  are  only  equalled  by 
their  number.  Constantly  they  are  pouring  out  upon  a  dazzled 
world,  and  at  least  twice  a  year  a  new  flood  of  styles  sweeps  into 
a  store  to  relegate  old  "  creations,"  etc.,  to  the  misty  realms  of 
forgetful  ness. 

Then  let  the  advertiser  follow  closely  the  devious  pathway 
of  the  will-o'-the-wisp  Fashion — whose  imperious  mandates  are 
blindly  followed  by  every  woman  of  every  age,  color  and 
nationality,  and  yet  who  only  exists  in  the  mental  regions  of 
the  leading  designers  of  London,  Paris,  Now  York,  and  other 


How  To  Accomplish  It.  243 

great  commercial  centres.  Let  him  convey  this  fact  fully  to  the 
mind  of  every  woman  who  reads  his  publicity. 

And  do  not  be  afraid  to  talk  about  service — how  the 
materials  are  right,  the  fit  perfection,  how  every  stitch  and  seam 
were  scanned,  how  all  the  little  trifles  that  go  to  make  perfection 
were  criticised  on  the  basis  that  while  "  trifles  make  perfection, 
perfection  is  no  trifle." 

And  always — always  tell  her  the  pure,  undiluted  truth. 

Advertising  to  Men. 

When  the  clothier  and  furnisher  dips  his  pen  into  the  ink 
bottle  to  tell  the  world  what  varied  attractions  in  price  and 
quality  are  found  within  his  establishment,  he  should  always 
bear  in  mind  that  he  is  speaking  to  men.  And  in  speaking  to 
men  there  are  a  few  rules  that  he  should  bear  in  mind. 

Men  are  different  from  women  in  this  one  regard — as  far 
as  reading  ads  is  concerned.  Men  hate  detail — women  rather 
like  it.  You  cannot  give  a  woman  too  many  details  regarding 
an  article  which  she  intends  to  buy.  Quite  different  with  the 
masculine  member  of  the  genus  homo.  He  wants  a  quick  story 
interestingly  told.  There  is  more  humor  in  his  composition, 
consequently  ajoke  or  a  wee  bit  of  humor  helps  the  ad  once  in 
a  while.  But  humor  must  be  used  right.  It  is  so  subtle  a 
quality  that  few  writers  handle  it  properly.  An  illustration 
tells  the  story  at  once — the  type  takes  a  minute  to  give  its 
meaning.  A  bright  picture  and  a  brief  story  is  what  men  want 
in  advertising,  and  the  advertiser  should  study  the  best  cloth- 
ing ads  everywhere  in  order  to  get  pointers. 

Among  the  best  examples  of  Gotham  clothing  and  furnish- 
ings advertising  are  those  shown  by  Rogers,  Peet  &  Co.,  Brill 
Bros.,  and  Wm.  Vogel  &  Son,  in  New  York.  The  ads  of 
these  houses  are  mighty  snappy  and  bright  and  are  full  of 
choice  clothing  information. 

Every  ad  should  be  specific.  It  should  speak  of  a  certain 
article  or  two  articles,  with  price  and  full  information  regarding 
the  same.  It  may  start  in  with  a  sliort  story  told  in  a  single 
paragraph — a  famous  quotation  or  some  clever  catch  line.  This 
is  done  to  arrest  attention  and  act  as  an  introduction  to  the  busi- 


244  Successful  Advertising 

ness  talk  which  rapidly  follows.  Or  you  might  start  in  with  a 
plain,  unvarnished  business  tale,  which  some  men  might  prefer 
to  the  other  sort  of  ad. 

In  all  events  be  brief,  be  succinct.  Let  every  sentence 
convey  an  idea.  If  the  idea  has  been  expressed  before  express 
it  in  a  new  dress.  The  clever  advertising  writer  understands 
this  art  to  a  point  of  perfection.  It  is  hard  to  come  out  with  a 
new  story  on  the  same  old  subject  every  day  in  the  year.  It  re- 
quires study — it  means  work — as  does  every  result  nowadays. 

The  ad  writer  of  the  Nebraska  Clothing  Company,  of  Omaha. 
Neb.,  writes  the  best  clothing  and  furnishings  "ad"  in  the  West. 
It  is  funny — but  his  fun  represents  gentle,  unadulterated  humor, 
which  naturally  trickles  through  his  "  ads"  and  leaves  a  pleas- 
ant impression.  The  trouble  with  humorous  advertising  is  that 
few  can  do  it.  Many  attempt  it,  but  the  result  is  strained  and 
far-fetched,  and  repels  instead  of  attracts.  Humorous  humor  is 
a  delicate  quality  and  should  be  handled  delicately. 

Be  perfectly  natural,  be  vigorous  when  you  feel  like  it, 
be  easy  when  you  feel  like  it.  Speak  your  own  thoughts.  Be 
true  to  yourself  in  this  regard.  The  more  a  man  writes  ad- 
vertising the  more  confidence  he  has  in  the  power  of  his  pen, 
and  the  more  individuality  and  consequently  interest  will  his 
advertising  possess. 

I  believe  in  individuality  in  advertising  because  so  much 
advertising  is  forced  upon  the  reader  nowadays  that  only  the  dis- 
tinctive leaves  an  impression.  I  believe  in  honesty  in  advertising, 
because  honesty  is  a  necessary  business  qualification,  that  enters 
into  advertising  as  well  as  every  branch  of  business.  Adver- 
tising is  a  fascinating  study,  which  only  the  school  of  experience 
will  thoroughly  teach. 

Typographical    Arrangement. 

A  well-dressed  advertisement,  like  a  well-dressed  person, 
commands  attention  by  sheer  force  of  appearance  alone. 

Other  things  being  equal,  the  well-displayed  advertisement 
has  an  immense  advantage  over  the  other  sort. 

Some  newspapers  and  printing  establishments  have  won  a 


How  To  Accomplish  It.  24-5 

wide  reputation  by  reason  of  the  excellent  printing  they  put 
forth. 

Clean-cut  presswork  and  artistic  (yet  business-like)  typo- 
graphy should  always  be  considered  as  an  important  percentage 
of  business  worth  by  every  advertiser. 

For  display  there  is  no  type  that  has  won  the  wide  popu- 
larity the  De  Vinne  has.  Jensen  type  is  also  in  demand,  and 
the  Howland  is  much  in  favor  among  advertisers.  Our  fathers 
saw  more  of  Old  English  and  Roman  type  than  we  do,  and  the 
business  man  of  to-day  has  the  strongest  leaning  towards  type 
that  catches  the  eye  quickly  and  gracefully.  There  is  not  much 
room  at  present  in  advertising  for  the  type  all  twists  and  curley- 
cews.  Even  Script  and  Italic  are  not  used  as  they  once  were. 
Block  type — the  emblem  of  business  bluntness — has  lost  much 
of  its  old-time  vogue. 

The  demand  is  for  a  display  type  at  once  graceful  and 
business-like,  and  the  De  Vinne  famously  fills  this  particular 
bill. 

Pica  for  body  type  is  a  great  favorite  with  many  adverti- 
sers— especially  the  clothing  advertisers — making  a  happy  com- 
bination with  the  display  De  Vinne.  Nonpareil,  Brevier, 
Minion  and  Agate  come  in  for  everyday  use.  Pearl,  the  smallest 
type,  is  sometimes  found  in  the  small  advertisements  carried 
by  the  cheap  mail-order  journals. 

Every  leading  newspaper  issues  a  "type-book  "  or  "type- 
card,"  but  the  advertiser  that  selects  from  it  a  variety  of  type 
for  his  advertisement  is  liable  to  be  very  much  astonished  at  the 
result.  For  type  in  the  book  or  card  does  not  always  bear  the 
same  appearance  when  transferred  to  an  advertisement  where 
the  surroundings  are  altogether  different. 

The  best  plan  is  to  so  lay  out  the  manuscript  that  the 
printer  can  grasp  the  salient  points  at  a  glance. 

White  spaces  act  as  backgrounds  to  bring  out  the  printed 
matter  in  bolder  relief,  and  therefore  should  be  studied  by  the 
advertiser. 

If  there  is  a  cut  at  the  upper  right  side  of  the  ad,  try  and 
have  another  cut  at  the  upper  left  side,  as  one  balances  the 
other.     If  there   is  a  double  headline  in  3-line  De  Vinne  on 


246  Successful  Advertising 

one  side  of  the  ad,  try  and  have  the  same  type  heading  on  the 
other.  If  you  have  a  double  column  department  story  for  your 
ad,  and  all  the  other  departments  are  set  in  single  column, 
place  the  double  column  affair  in  the  middle  columns  of  the  ad 
— at  top  if  possible — and  let  the  others  group  about  it.  If  you 
have  two  double  column  talks,  place  one  on  the  upper  right 
side  and  the  other  on  the  upper  left.  Have  all  your  depart- 
ment headings  of  a  uniform  type  size.  Study  uniformity  in 
your  ads.  A  man  to  be  a  good  ad  builder  must  be  something 
of  an  architect.  He  ought  to  have  the  organ  of  causality  well 
developed. 

If  you  see  a  certain  style  of  set-up  that  you  would  like  to 
follow  in  your  ads,  you  will  find  the  printer  will  understand 
your  desire  at  once  if  you  paste  on  your  copy  a  piece  of  that 
style  with  a  request  to  follow  that  type  arrangement.  This  is 
easier  than  marking  type  and  much  plainer  to  the  printer  than 
any  other  way. 

Drop  in  and  see  your  printer  once  in  a  while.  If  he  is 
interested  as  he  should  be  in  the  appearance  of  the  ads  he  sets 
up,  he  will  welcome  your  visits.  He  appreciates  an  interchange 
of  ideas,  and  both  you  and  he  will  learn  much  from  each  other. 

Box  rules,  either  light  or  dark,  about  a  department  or  item 
make  it  stand  out.  When  rules  are  thus  used  inside  an  ad  it  is 
always  well  to  run  a  border  about  the  whole  ad.  Borders  give 
an  ad  the  appearance  of  compactness  and  solidity,  besides  being 
attractive  to  the  eye. 

If  you  can  afford  it  get  a  font  of  type  and  a  set  of  borders 
for  your  own  special  use.  By  so  doing  you  give  your  ads  an 
exclusiveness  that  will  give  }ou  the  advantage  of  distinctive- 
ness that  your  competitors  do  not  possess.  But  do  not  get  fancy 
or  too  ornamental.  The  plain,  easily  read  is  the  best.  It  is  the 
business  type.  You  should  dress  your  ads  with  the  same  busi- 
ness air  as  you  would  like  to  have  your  clerks  and  travelling 
men  appear  in,  that  is,  eminently  sensible  and  to  the  point, 
without  any  frills  or  ornamental  nonsense  about  them. 


How  To  Accomplish  It.  247 


Illustrations  and  Their  Uses. 

An  examination  of  the  advertising  columns  of  any  publica- 
tion will  speedily  determine  the  fact  that  the  use  and  influence 
of  illustrations  is  growing  right  along. 

It  is  not  so  many  years  ago  that  some  advertisers  used  to 
snort  at  illustrations.  Take  Wanamaker's  advertising  for  in- 
stance. Before  Mr.  Gillam  took  hold  of  John  Wanamaker's 
advertising  lever,  no  cuts  were  used  in  the  Wanamaker  an- 
nouncements. To-day  they  are  lavish — the  cuts  are  as  carefully 
prepared  and  made  to  fit  the  text  as  is  possible  for  cuts  to  be. 
Every  Wanamaker  ad — whether  in  New  York  or  in  Philadel- 
phia— has  a  goodly  sprinkling  of  cuts. 

Bloomingdale  Bros.,  Siegel- Cooper  Co.,  Macy,  Adams  and 
all  the  big  New  York  retailers  use  cuts — and  use  them  lavishly 
too.  Illustrated  advertising,  like  illustrated  journalism,  has 
come  to  stay — it  is  here  in  response  to  a  demand  of  the  public 
to  get  at  the  story  of  advertising  articles  without  waste  of  time. 

The  illustration  that  does  not  express  a  distinct  idea  is  a 
poor  illustration.  It  should  be  clearly  drawn  by  an  artist  with 
an  abundance  of  ideas  to  be  conveyed  in  the  fewest  lines  pos- 
sible. The  etcher  and  electrotyper  should  see  that  these  lines 
are  cut  deep  and  clear.  When  there  is  a  superabundance  of 
detail  in  the  drawing  and  a  lack  of  depth  and  clearness  in  the 
workmanship  of  the  cut,  the  result  is  disastrous  as  far  as  retail 
advertising  is  concerned.  The  average  newspaper,  city  and 
country,  is  printed  on  a  rapid  press  with  poor  ink  on  poor  paper  ; 
that  is  why  so  many  cuts  come  out  blurred  and  blotched. 

Some  retailers  keep  the  cuts  indexed  in  their  own  advertis- 
ing offices,  some  ask  the  newspapers  to  file  away  the  cuts. 
Some  unwise  merchants  keep  the  cuts  in  old  barrels  and  dry 
goods  boxes.  When  contingencies  arise  the  cuts  are  difficult  or 
impossible  to  find.  In  large  cities,  where  the  matrix  system 
can  be  worked,  it  has  been  found  that  the  best  plan  is  to  have 
the  matrices  indexed  in  the  store's  advertising  office  and  the 
electrotypes  or  stereotypes  in  the  newspaper  composing  rooms. 
In  small  towns,  I  believe,   the  best  system  is  to  have  the  news- 


248  Successful  Advertising 

papers  index  the  Qiits  and  the  advertiser  to  be  supplied  with 
several  proofs  of  each.  When  the  "printer's  devil  "  knows  his 
business  this  is  all  right ;  when  that  individual  is  careless  there 
is  constant  trouble  on  account  of  cuts  mislaid  or  lost. 

In  Boston  there  is  a  greater  demand  for  wood  engravings 
than  in  any  other  city.  But  wood  engravings  are  more  expen- 
sive in  production  than  the  usual  outline  cuts  known  as  chalk 
plates,  zinc  etchings,  pen  and  ink  drawings,  etc.  On  good 
paper  wood  engravings  show  up  more  clearly  the  fabric  of  the 
suit  or  the  grain  of  the  wood  than  any  other  newspaper  cuts. 
But  the  fine  eflfect  of  a  wood  engraving  is  lost  in  the  poor  paper, 
ink  and  press  work  of  so  many  dailies. 

Generally  speaking  the  chalk  plate  or  ordinary  outline  cut 
is  the  cut  for  the  retailer.     It  costs  little  to  get  up. 

In  the  matter  of  advertising  garments  for  men,  women  and 
children  cuts  are  very  necessary — almost  absolutely  necessary. 
A  garment  ad  without  a  cut  is  not  one-fifth  as  eloquent  as  an  ad 
with  the  picture  of  the  garment  advertised.  Garment  cuts — 
and  other  cuts  for  that  matter— should  do  more  than  merely 
picture  the  article  being  advertised — they  should  suggest  the 
time  and  place  for  its  uses.  A  man  portrayed  walking  down 
Broadway,  with  a  handsome  covert  overcoat,  instantly  suggests 
to  the  good  male  dresser  of  Danbury,  Denver  or  Dover,  a 
Saturday  afternoon  saunter  in  the  principal  street  of  his  town 
cutting  a  swell  in  the  same  garment.  An  effective  illustration, 
showing  a  couple  of  ladies  on  Fifth  Avenue,  on  Easter  Sunday 
morning,  resplendent  in  stylish  spring  capes  and  skirts  of  the 
latest  mode,  in  a  moment  strikes  a  note  of  admiration  and  keen 
appreciation  in  the  mind  of  every  lady  in  the  city  or  rural  dis- 
trict, who  would  like  to  appear  to  equally  excellent  advantage 
in  the  same  outer  garments.  Columns  of  talk  could  not  make 
this  impression — but  a  few  words  deftly  strung  together  describ- 
ing the  garments  and  their  prices,  make  the  combination  sure 
to  win  custom.  The  first  great  point  in  advertising  is  to  under- 
stand the  art  of  attracting  attention,  then  retaining  it  long 
enough  to  tell  )-our  story.  Cuts  will  help  you  as  nothing  else 
in  this  regard.  It  is  like  retailing.  First  induce  the  customer 
to  come  to  your  store  then  win  him  by  the  excellence  of  your 


How  To  Accomplish  It.  249 

values.  Induce  the  reader  to  glance  at  your  ad  by  your  bright 
cut  and  happy  catch-line,  then  retain  his  attention  by  the  bright- 
ness and  logic  of  your  talk — keep  him  fastened  to  your  ad  until 
his  head  is  filled  with  the  tale  you  would  impart 

You  have  noticed — I  have  noticed — every  student  or  even 
casual  observer  of  advertising  has  noticed  the  past  few  years,  an 
evolution  in  cuts.  The  same  evolution  has  taken  place  in  the 
ads  proper.     This  evolution  is  : 

Not  so  many  years  ago  in  the  minds  of  many  advertisers 
the  proper  caper  in  illustrations  was  a  man  falling  off  a  preci- 
pice—a boy  turning  a  handspring — an  individual  having  his 
eyes  pulled  from  the  socket — a  woman  chasing  a  cat  with  a 
broomstick  or  some  other  idiotic  caricature  to  give  point  to 
an  equally  idiotic  joke  or  drivel.  The  point  aimed  at  was  "  to 
be  original."  In  the  desire  for  originality  all  the  canons  of 
decency,  common  sense  and  art  were  forgotten — everything  was 
swept  aside  to  bring  before  the  public  eye  a  far-fetched  and 
labored  witticism  or  effort  to  be  extraordinarily  unusual. 

What  nonsense — bosh — rot  ! 

Nowadays  there  is  very  little  of  that. 

The  eminently  plain,  beautiful  and  dignified  now  is  justly 
considered  in  cuts  as  well  as  in  ads,  and  it  will  be  justly  con- 
sidered unless  advertising  takes  a  swing  back  to  its  dark  ages — 
of  which  there  is  no  danger. 

The  first-class  artist  can  invest  his  illustrations  with  the 
proper  amount  of  originality  by  the  natural  force  of  his  indivi- 
duality. He  will  take  a  pair  of  shoes,  a  silk  hat  or  a  corset, 
and  with  a  few  strokes  of  his  pencil  give  it  a  winsome,  har- 
monious effect,  brimful  of  suggestion  and  action,  originality 
and  thought,  yet  so  easy  and  natural  in  its  artistic  effect  that 
the  most  ordinary  reader  can  in  a  moment  grasp  its  points  and 
uses. 

Originality  cannot  help  flowing  from  the  pencil  of  the  good 
artist — he  will  naturally  give  an  original  turn  to  every  picture 
he  makes.  All  the  while  he  is  not  straining  for  this  effect,  but 
rather  following  the  natural  bent  of  his  artistic  nature  in  repro- 
ducing the  article  and  hinting  a  thought  as  to  its  performances. 

Same  way  with  the  advertising  writer.     In  telling  his  tale 


250  Successful  Advertising 

he  need  burst  no  suspender-buttons  in  a  wild  desire  to  be  origi- 
nal, because  originality  will  naturally  follow  in  the  wake  of 
clearness  and  conciseness,  which  are  the  first  considerations  he 
aims  at.  His  mind,  like  the  artist's,  is  trained  in  the  direction 
of  bringing  out  the  best  in  the  article  being  advertised — both 
have  the  creative  faculty — the  application  of  this  creative  faculty 
gives  the  illustrations  and  the  ads  all  the  originality  necessary. 

Advertising  Specialties. 

When  a  man  invents  something  useful  or  ornamental  or 
both  which  he  wishes  to  place  in  hundreds  of  thousands  of 
homes  he  gives  first  consideration,  of  course,  to  its  advertising. 

When  a  wholesaler  desires  to  push  certain  lines  of  goods 
before  the  public  eye  he  spends  considerable  of  his  and  his 
friends'  time  in  considering  the  best  method  of  doing  the  same. 

Let  us  suppose  you  are  the  manufacturer  of — say  a  pen. 
You  want  to  impress  upon  the  mind  of  every  man,  woman  and 
child  who  pushes  a  pen  the  superiority  of  yours  to  all  other 
makes  of  pens. 

First  and  foremost  get  right  down  to  natural  laws.  One  of 
nature's  laws  is  that  very  few  people  can  think  of  more  than  one 
idea  at  a  time.  Some  people  can  think  of  several  things  at 
once,  but  this  class  is  not  numerous. 

One  good  idea  about  your  pen  is  enough  to  give  them  at 
one  time.  You  can  give  them  several  ideas  at  one  gulp. 
Maybe  they  will  study  over  your  ad  long  enough  to  digest  all 
the  various  good  features  of  your  pen  at  one  sitting,  but  nowa- 
days, when  so  much  advertising  is  brought  before  the  public, 
the  one  idea  plan  is  the  best. 

Spend  a  lot  of  time  analyzing  the  good  points  of  your  pen. 
Get  your  associates  to  express  themselves  freely  about  your  pen. 
Remember  their  observations.  If  they  drop  a  good  point  about 
your  pen  make  a  mental  memorandum  of  it.  Advertising  is  a 
keen  analysis  of  the  good  points  of  the  article  you  advertise  with 
the  presentation  of  these  good  points  in  the  right  language, 
right  dress  of  type  and  right  mediums. 

Well  !  you  discover  that  your  pen  does  not  corrode  as 
other  pens. 


How  To  Accomplish  It.  251 

Thafs  a  good  point. 

No  writer  likes  a  pen  that  corrodes  easily — he  prefers  the 
other  sort. 

Make  up  a  short  two-inch,  four-inch,  or  whatever  space  ad 
you  have  decided  to  use,  and  let  that  ad  speak  of  the  fact  that 
your  pen  does  not  corrode.  You  may  add  a  short  footnote  at 
the  bottom  which  says  your  pen  possesses  all  the  other  pen 
virtues. 

Then  you  discover  your  pen  is  strong  and  durable. 

Thai's  a  good  point. 

Writers  abhor  the  weak,  scratchy,  thin  pen  that  occasion- 
ally comes  in  their  way  and  drives  printers  to  drink  and  lunatic 
asylums.  A  poor  pen  can  spoil  the  best  thought  ever  conceived. 
Give  another  ad  that  will  harp  upon  the  strength  and  wear  of 
your  pens.  Bring  out  this  point  in  easy,  natural  language,  and, 
if  you  want  to,  give  a  small  paragraph,  as  before,  speaking  of 
the  many  other  excellencies  of  your  pen.  But  the  main  part  of 
the  ad — yes,  nine-tenths  of  it  should  speak  of  its  ability  to  stand 
good  service. 

It  writes  easily — smoothly. 

Thafs  a  good  point. 

There  is  not  a  bookkeeper  or  a  writer  in  the  land  who  does 
not  appreciate  the  pen  that  glides  pleasantly  and  smoothly  along 
the  paper  in  obedience  to  his  thoughts. 

When  you  have  prepared  a  half  dozen  good  ads  exhausting 
the  half  dozen  good  points  of  your  pen,  prepare  another  half 
dozen  bringing  out  the  same  ideas  in  different  language.  Keep 
pounding  away  on  this  style  and  my  word  on  it  you  will  reap 
more  benefit  from  your  advertising  than  if  you  started  in  to 
give  all  the  good  points  of  your  pen  in  one  ad. 

One  good  idea  easily  digested  in  the  brain  of  the  reader  is 
worth  a  dozen  ideas  imperfectly  understood. 

That  is  demonstrated  in  everyday  life.  A  man  who  attempts 
to  speak  to  you  of  a  half  dozen  subjects  in  the  same  breath 
would  be  set  down  as  a  lunatic.  The  salesman  who  utters  one 
good  idea  perfectly  expressed  and  then  lets  his  other  ideas  follow 
in  easy  sequence  is  the  successfal  salesman — not  the  fellow  who 


252  Successful  Advertising- 

fires  point  blank  at  you  several  partially  expressed  convictions 
regarding  his  goods. 

The  age  of  saying  that  your  pen,  penholder,  overcoat, 
leather  seat,  or  whatever  it  may  be,  is  the  best  because  it  is  the 
best,  is  passing  away.  Simple  reiteration  of  a  statement  cannot 
begin  to  approach  in  advertising  force  the  power  of  logic. 
Simply  saying  a  thing  is  best  does  not  make  it  so  in  the  minds  of 
your  readers.  Such  an  assertion  does  not  stand  analysis.  If  the 
reader  is  a  prospective  customer  he  would  like  a  little  more 
meaty  information  as  to  why  your  article  is  the  best.  He  natu- 
rally analyzes  the  merits  of  your  goods  and  if  you  give  him  no 
information  to  analyze  he  is  at  sea. 

From  my  advertising  experience,  were  I  the  manufacturer 
of  a  carriage,  bicycle,  bicycle  seat,  hat,  glove  or  any  specialty 
that  I  wished  to  popularize,  I  would  first  of  all  analyze  my 
articles'  good  qualities,  then  present  these  good  qualities  in  an 
easy,  chatty  way,  with  one  good  point  at  a  time,  and  that  good 
point  well  put — then  let  the  other  good  points  follow  in  due 
course. 

Of  course,  with  a  good-sized  ad  several  good  features  could 
be  given,  because  when  you  take  a  good-sized  space  the  pre- 
sumption is  you  have  a  lot  to  say  and  you  have  room  enough  to 
speak  of  several  good  features. 

But  for  the  average  ad  one  good  idea  at  a  time  properly  pre- 
sented— to  be  followed  next  issue  by  another  good  idea  properly 
put — will  in  the  course  of  time  make  a  clear,  effective  impres- 
sion on  your  customer,  so  that  when  he  stops  to  consider  about 
your  specialty,  he  will  have  a  recollection  of  several  very 
pointed  details  cleverly  put  which  somehow  or  other  sticks  in 
his  memory. 

Individuality  in  Advertising. 

You  read  some  advertising  that  somehow  fails  to  interest. 
It  lacks  life,  animation,  individuality.  It  has  about  as  much 
action  as  a  wooden  Indian — it  fails  to  arrest  your  attention 
rightly  because  it  has  a  dull,  negative,  leaden  influence. 

There  are  two  sorts  of  advertising — the  negative  and  the 
positive.     The  first  is  lifeless,  flat  and  repels  interest— the  latter 


How  To  Accomplish  It.  253 

is  direct,  interesting  and  sparkling  with  bright  twists  and  clever 
thoughts.  The  positive  style  of  advertising  creates  an  interest 
in  and  sells  goods — the  negative  does  the  other  thing. 

The  matter  of  injecting  individuality  into  advertising  is  a 
subject  that  has  always  appealed  to  me  to  be  a  most  important 
one,  and  this  little  talk  will  be  an  attempt  to  consider  the 
question. 

Go  to  the  theatre.  You  have  no  difficulty  in  telling  the 
''stick  "  from  the  actor.  The  actor  has  personality,  magnetism, 
individuality — call  it  what  you  will — and  he  invests  his  lines 
with  the  full  charm  of  the  character  he  is  portraying.  The 
"stick"  walks  about,  gesticulates  and  gives  his  parrot-like 
talk,  and  when  the  curtain  falls  the  audience  promptly  forgets 
him.  The  Thespian  with  the  individuality  thrills  the  audience 
— his  individuality  is  his  principal  stock  in  trade  and  he  man- 
ages to  derive  fame  and  fortune  out  of  it. 

Take  it  in  business.  A  drummer  enters  your  office  to  talk 
his  goods.  There  may  be  nothing  startling  or  unique  in  either 
the  man's  manner,  appearance  or  conversation,  but  in  ver>'  short 
order  he  manages  to  fill  your  office  with  his  individuality  and 
when  he  goes  away  there  is  a  large  hole  in  the  atmosphere  which 
he  has  just  vacated.  Another  drummer  enters  with  equally 
attractive  samples  and  prices  but  by  reason  of  his  dull,  lifeless 
manner  he  absolutely  fails  to  make  an  impression.  In  fact  he 
bores  you — repels  you. 

Commercial  travelers  understand  this  perfectly,  and  always 
aim  to  make  a  direct,  positive  impression  in  every  interview. 
The  positive  is  what  attracts,  warms  and  makes  friends  as  well 
as  sells  goods. 

Everybody  prefers  people  who  have  corners  that  can  be 
rubbed  up  against,  who  are  "all  there"  on  certain  opinions. 
The  cold,  clammy,  lifeless  negative  natures  deaden  all  possible 
interest. 

This  applies  to  advertising. 

Certain  advertisers  have  achieved  fame  because  their  adver- 
tising was  so  surcharged  with  their  individuality  that  ever}'  ad 
they  put  forth  was  bright  and  interesting. 

What  is  individuality  and  how  can  it  be  best  applied  to 
advertising  ? 


254  Successful  Advertisings 

Individuality  is  a  thorough  expression  of  one's  own  self 
without  fear  or  favor  at  all  times  and  under  all  circumstances. 
In  everyday  life  most  business  men  possess  this  individuality, 
but  the  moment  their  advertising  pen  touches  paper,  lo  !  their 
individuality  flies  out  the  window  or  down  the  back  stairs,  and 
what  they  write  is  without  a  particle  of  their  own  selves — cold, 
lifeless,  negative.  Constant  practice  and  an  absolute  disregard 
for  the  criticism  of  others — provided  you  are  satisfied  in  your 
own  mind  that  you  are  right — is  in  my  estimation  the  best 
method  to  apply  this  individuality  to  your  advertising  literature. 

Self-confidence  begets  individuality.  Slight  successes  warm 
the  life  of  self-confidence — this  self-confidence  and  past  successes 
spur  one  on  to  greater  successes  until  the  goal  of  ambition  is 
reached. 

One  must  have  the  creative  power  in  order  to  fill  adver- 
tising or  any  other  literature  with  individuality.  This  creative 
power  should  be  cultivated,  and  is  absolutely  necessary  in 
preparing  good  advertising  copy. 

Take  the  most  successful  advertisers  of  the  day  and  you 
will  note  how  full  their  advertising  is  of  individuality  and  life 
and  interest  and  all  the  other  attractive  qualities  which  good 
advertising  demands. 

Look  at  Pears'  on  soaps,  Wanamaker's  on  dry  goods.  Mur- 
phy's on  varnish,  and  so  on  through  the  long  list  of  bright  pro- 
gressive advertisers,  and  you  will  at  once  note  the  individuality 
that  crops  out  from  every  line  they  write.  Each  ad  they  place 
reflects  the  spirit  of  the  concern  back  of  it.  The  writer  is  satu- 
rated with  just  the  knowledge  he  requires  and  his  pen  moves  in 
exact  obedience  to  his  brain,  which  is  teeming  with  the  right 
ideas. 

The  first  duty  of  the  advertising  writer  should  be,  to  as 
nearly  as  possible  understand  the  business  for  which  he  is  to 
write,  and  then  endeavor  to  interpret  the  spirit  of  the  business, 
or  in  other  words  to  inject  into  the  advertising  the  concern's 
individuality  and  character. 

Most  advertising  is  too  common-place.  It  never  rises  above 
the  ordinary-,  and  goodness  knows  there  is  enough  of  the  ordi- 
nary.    Even  a  slight  sparkle  of  individuality  is  enough  to  lift  a 


How  To  Accomplish  It.  255 

single  ad  above  every  other  ad  in  a  paper,  and  when  this  is  done 
a  very  important  step  is  taken.  There  is  too  little  thought  put 
into  advertising.  Do  some  thinking  on  your  own  account — let 
some  of  the  results  of  this  thinking  be  boldly  put  in  your  adver- 
tising. Keep  right  at  it,  and  in  the  course  of  events  you  will 
find  it  will  pay  you  in  hard  cash,  besides  giving  you  a  pleasing 
fame  as  an  advertiser  whose  ads  are  read  and  remembered, 
because  they  are  above  the  ordinary. 

Regarding  Ruts. 

Have  you  ever  felt  the  narrowing,  cramping  influence  of  a 
rut? 

•  If  not  you  are  an  extraordinarily  favored  being  and  ought 
to  thank  your  stars  for  being  so  lucky.  If  you  have,  you  have 
gone  through  the  average  experience  of  the  average  business 
man. 

Ruts  in  advertising  are  very  great  obstacles  to  good 
advertising.  A  rut  is  death  to  vitality — snap  and  originality. 
A  rut  means  the  ordinary — the  common-place — tlie  average 
every-day  half-dead-and-alive  way  of  saying  and  doing  things. 
Mental  habits  as  thin  as  air  and  as  light  as  gossamer  become  as 
heavy  as  iron  chains  and  as  tenacious  as  barnacles,  and  the  vic- 
tim falls  into  a  narrow,  mechanical  manner  of  preparing  his  ads 
or  doing  any  of  his  regular  duties. 

Ruts  in  advertising  will  be  my  present  story.  I  know 
the  importance  of  this  topic  because  I  have  been  in  and  am 
still  in  the  harness  myself  and  I  have  noticed  the  efforts  of  my 
brother  knights  of  the  advertising  quill  to  keep  their  wits  and 
pens  in  bright,  crisp,  apple-pie  order  in  spite  of  the  deteriorat- 
ing effects  of  an  every-day  existence. 

It  is  easier  to  get  in  a  rut  in  a  small  town  than  in  a  large 
city.  This  is  by  reason  of  the  greater  variety  of  distractions 
which  the  large  cities  offer  in  the  way  of  theatres  and  all  sorts 
of  amusements,  social  life  and  the  many  phases  of  business 
affairs  that  the  day  brings  forth. 

I  can  conceive  no  better  way  to  stay  out  of  the  advertising 
rut  than  by  a  regular  study  of  the  good  advertising  papers.     A 


256  Successful  Advertising^ 

careful  reading  of  the  pages  of  good  advertising  talks  and  exam* 
pies,  will  help  any  advertising  man  in  the  direction  of  being 
broad,  bright  and  interesting  in  his  work. 

The  next  best  thing,  in  my  estimation,  is  to  take  the  prin- 
cipal papers  of  such  large  cities  as  Boston,  New  York,  Phila- 
delphia or  Chicago  and  glance  over  their  advertising  columns 
every  day.  If  the  reader  of  this  is  a  clothier  I  believe  he  can 
get  most  help  from  the  New  York  papers — in  other  lines  it  is  a 
tie  between  New  York,  Philadelphia  and  Chicago  dailies,  with 
the  chances  in  favor  of  the  Chicago  papers.  The  Chicago  ads 
are  beautifully  typographed  and  very  cleverly  worded.  IMandel 
Bros.,  Carson,  Pirie,  Scott  &  Co.,  Schlesinger  &  Mayer  and 
Siegel-Cooper's  ads  are  full  of  good  advertising  points. 

Even  a  short  five  minutes'  study  of  several  such  exam* 
pies  of  good  advertising  will  give  the  advertiser  enough 
points  to  last  him  for  a  week. 

A  variety  of  duties  can  keep  a  man  out  of  a  rut.  I  find  a 
pleasure  in  the  preparation  of  these  articles,  because  my  mind 
is  switched  for  the  time  being  from  the  intense  study  of  pre- 
paring advertising. 

Conversations  with  intelligent  business  men  are  of  great 
help.  In  my  advertising  connections  with  great  houses  I 
always  enjoyed  my  talks  with  bright  heads  of  departments, 
because  I  believed  they  helped  me  much  in  being  in  the 
receptive  mood  so  essential  to  good  advertising. 

I  remember  dropping  in  on  Mr.  Mauley  M.  Gillam  one 
summer  day  a  few  years  ago  at  Wanamaker's. 

"Where  do  you  get  these  bright  thouo;hts  you  swing  into 
your  ads?"  I  asked. 

He  smiled. 

"  You  see  this  blank  piece  of  paper  ? "     I  did. 

"You  see  this  lead  pencil?"     I  did. 

"  From  the  bright  department  heads,  and  these  two  helps 
before  me  I  manage  to  get  all  the  thoughts  you  think  bright." 

Although  Mr.  Gillam  said  nothing  about  his  own  crea- 
tive brain,  I  appreciated  the  point.  He  absorbed  the  ideas 
of  the  principal  Wanamaker  lieads,  and  after  they  filtered 
through  his  own  brain  they  were  utilized  in  conjunction 
with  his  own  crealion.s. 


How  To  Accomplish  It.  257 

A  man  can  stay  out  of  a  rut  by  a  constant  intercourse 
and  rubbing  against  other  business  men.  Hence  you  will  notice 
that  all  bright  writers  are  broad  and  catholic  in  their  views  and 
relations  with  their  fellow  men.  The  man  who  gets  in  a  rut  on 
advertising  or  any  other  subject  has  only  himself  to  blame. 
When  he  is  in  that  condition  you  will  note  how  narrow,  selfish 
and  obstinate  he  is  in  his  ideas  and  dealings  with  the  world  in 
general. 

The  Advertising  Specialist. 

In  reading  over  the  advertising  columns  of  the  various 
advertising  and  trade  journals,  the  eye  runs  across  the  many 
ads  of  many  ad  writers,  and  it  does  not  take  a  great  deal  of 
thinking  to  arrive  at  the  conclusion  that  the  ad  writer  is  now  a 
recognized  institution  in  the  business  world  of  to-day.  He  is 
the  product  of  modern  business  methods.  That  he  has  come  to 
stay,  goes  without  a  murmur. 

It  is  not  so  many  years  ago  that  the  advertising  specialist 
was  an  unknown  quantity.  Business  men  never  thought  of 
him.  He  was  engaged  in  other  lines  of  endeavor.  Business 
men  struggled  with  the  advertising  problem  as  best  they  could 
with  the  limited  sources  of  advertising  information  at  their 
command. 

But  advertising  became  of  such  vital  interest  to  almost  all 
phases  of  commercial  and  professional  life  that  the  wisdom  of 
making  the  advertising  department  a  separate  and  distinct 
department  under  the  guidance  of  a  good  head,  became  very 
apparent. 

Thus  began  the  evolution  of  the  advertising  specialist. 
Some  became  famous  by  reason  of  the  good  advertising  they  pre- 
pared and  set  forth  for  their  houses. 

The  contrast  between  the  good  advertising  put  forth  by  these 
few  concerns  and  the  ordinary  or  very  poor  publicity  of  other 
houses,  stimulated  the  latter  to  the  betterment  of  their  adver- 
tising until  almost  every  man  or  firm  who  did  advertising  to 
amount  to  anything,  hired  a  man  especially  talented  for  that 
work. 

17 


258  Successful  Advertising 

Some  concerns  could  not  afford  to  pay  for  an  advertising 
man's  entire  time,  but  could  for  a  portion  of  his  time.  Hence  arose 
the  practice  of  an  advertising  man  dividing  his  time  and  effort 
among  several  houses.  Of  course,  these  advertising  specialists, 
knowing  so  well  the  value  of  advertising,  were  not  slow  to  use 
advertising  in  their  own  cases. 

The  first  qualification  of  the  advertising  specialist  is  com- 
mon sense.  If  he  will  put  that  homely  but  important  quality 
into  whatever  he  plans  and  writes,  he  is  much  more  likely  to 
succeed  than  if  he  tried  to  sell  a  business  man  a  nicely  plated 
gold  brick,  which  is  composed  of  nothing  but  a  few  words 
deftly  strung  together  without  consideration  of  the  goods  to  be 
sold  or  the  people  the  ad  is  supposed  to  reach. 

The  business  world  is  now  educated  around  to  that  point 
where  it  believes  that  the  successful  ad  writer  must  be  a  man 
who  has  seen  considerable  practical  experience  in  preparing  ads 
that  have  proven  their  worth  by  selling  goods,  and  by  his  evolv- 
ing advertising  plans  that  have  been  successful.  If  he  has  done 
these  things  with  reputable,  well-known  houses,  then  it  is  fair 
to  assume  he  can  do  it  again  with  other  concerns. 

There  has  been  quite  a  lot  of  abuse  heaped  upon  the  head 
of  the  ad  writer — especially  when  he  first  began  to  push  himself 
to  the  surface — but  within  the  last  year  or  two  this  mud  sling- 
ing has  largely  disappeared.  This  abuse  has  been  the  result  of 
ignorance  pure  and  simple  on  the  part  of  these  captious  individ- 
uals who  could  never  see  any  good  in  anything  unless  it  was 
hoary  headed  with  conservatism.  But  now  as  the  ad  writer  has 
been  in  the  field  several  years  and  proven  his  usefulness  several 
thousand  times  to  an  army  of  business  men,  all  opposition  to  him 
has  about  died  away. 

The  most  successful  business  men  were  the  first  to  recognize 
the  value  of  the  advertising  specialist's  services  to  their  own 
cases  and  they  are  to-day  his  stanchest  friends. 

Personally  I  like  to  see  the  general  ad  writing  field  being 
filled  up  with  first-class  men.  I  believe  it  makes  things  better 
all  around.  It  helps  to  crystalize  a  profession,  that  a  few  years 
ago  was  in  a  vague  nebulous  state,  into  a  concrete,  definite  force 
that  means  much  in  the  great  battle  of  business. 


How  To  Accomplish  It.  259 


The  Advertising  Writer. 

Here's  a  paragraph  clipped  from  an  advertisement  occupying 
a  rather  expensive  space  in  a  New  York  daily  : 

"  A  little  women  out  in  Oswego,  111. ,  tells  about  her  husband 
having  determined  to  see  if  he  could  not  make  her  quit  coffee 
drinking,  which  he  believed  to  be  the  cause  of  her  constant  neu- 
ralgia and  general  nervousness,  brought  home  several  packages  of 
,  which  he  had  discovered,  by  trying  elsewhere,  to  be  good." 

Which  said  paragraph  points  a  moral  and  adorns  a  tale. 
The  man  who  wrote  was  not  the  simon-pure  ad-writer.  Doubt- 
less he  was  a  "good  business  man" — a  man  who  could  make  a 
contract  for  newspaper  space  or  could  compute  compound  in- 
terest upon  a  given  sum  for  a  given  number  of  years  with  ac- 
curacy and  dispatch.  But  he  knows  enough  about  advertising 
to  lose  money  in  the  game  by  flabby,  elongated  sentences  and 
pointless  paragraphs.  A  good  advertising  writer  would  produce 
something  after  this  order  : 

Coffee  drinking  brought  on  neuralgia  and  general  nervousness 
in  the  case  of  a  little  woman  out  in  Oswego,  111.  Her  husband 
discovered  that was  good,  so  he  brought  her  several  pack- 
ages as  an  antidote. 

Fifty-seven  words  in  one  paragraph,  thirty-seven  in  the 
other,  with  the  idea  expressed  quicker  and  clearer.  Figure  up 
the  saving  in  the  year's  advertising  bills  alone  and  you  have 
the  salary  paid  the  writer  multiplied.  Figure  up  the  better 
business  brought  in  by  stronger,  saner  advertising  and  you  will 
be  amazed. 

Another  example  is  this,  clipped  from  a  lengthy  advertise- 
ment running  in  the  New  York  dailies: 

"  This  was  last  December,  and  although  every  other  physician  had 
told  him  that  they  could  not  cure  him,  and  although  it  seemed  too 
good  to  be  true,  he  began  the  treatment,  for  it  was  his  only  hope, 
and  to  the  surprise  of  all  his  friends  and  the  old  doctors  he  im- 


260  Successful  Advertising 

proved  from  tbat  day.  He  breathed  the  soothing,  oily  vapors 
into  his  lungs  from  veeek  to  week,  and  as  a  reward  it  healed 
them,  and  the  doctors  wonder." 

What  a  mess  of  bad  grammar  and  involved  words  !  "  They," 
a  plural  pronoun,  evidently  stands  for  "physician,"  a  singular 
noun,  and  "  them,"  in  the  last  sentence  can  apply  to  "  vapors" 
or  "  lungs." 

To  think  of  paying  good  money  for  the  advertising  space 
consumed  by  such  an  ad !  Would  it  not  be  better  to  say  some- 
thing like  this  ? — 

This  was  last  December.  He  was  given  up  by  every  other 
physician.  Yet  despite  all  he  began  the  treatment  and  as  his 
lungs  received  the  soothing,  oily  vapors  a  cure  became  certain. 

It  is  not  a  question  of  nice  writing — it  is  not  a  question  of 
bowing  to  personal  prejudice — it  is  simply  a  question  of  saying 
your  say  so  pointedly  and  gracefully — saying  it  in  the  best  busi- 
ness way  possible.  It  simply  resolves  itself  into  a  question  of 
dollars  and  cents  saved  in  the  advertising  bills  and  made  by  the 
effectiveness  of  the  advertising. 

A  great  many  people— extraordinarily  many  considering  the 
age  in  which  we  live — have  an  idea  that  the  advertising  writer 
is  one  of  the  two  following  individuals  : 

(i)  He  who  with  a  few  turns  of  his  pen  produces  advertising  so 
Iterling,  original  and  forceful  as  to  simply  hypnotize  business — 
whether  the  business  be  worthy  of  extension  or  not — and  for 
which  extraordinary  services  he  commands  a  princely  salary. 

(2)  He  who  makes  the  most  outrageous  claims  without  any 
grounds  whatsoever— a  charlatan  who  should  be  derided  and  dis- 
couraged by  all  business  men. 

The  advertising  writer  is  neither  one  nor  the  other.  He  is 
simply  one  who  can  produce  better  advertising  matter  than  the 
average  business  man,  because  he  has  a  natural  knack  in  that 
direction  and  has  fostered  and  brought  to  perfection  that  knack 
by  continuous  experience  in  that  line,  while  the  average  busi- 
ness man's  energies  go  in  a  dozen  different  directions. 

It  is  hardly  necessary  to  here  state  that  the  advertising  writer 


How  To  Accomplish  It.  261 

should  be  a  grammarian — a  stylist  if  needs  be — should  know 
words  and  their  various  meanings — should  understand  typo- 
graphical arrangements  and  express  every  meaning  exactly  as  it 
should  be  expressed. 

That  we  all  admit. 

But  where  the  greatest  value  of  an  advertising  writer  to  a 
business  man  comes  in,  is  that  the  writer  is  the  connecting  link 
of  information  between  the  public  and  the  business. 

In  other  words,  the  writer  so  understands  the  business  man's 
constituency  that  he  can  talk  to  it  in  a  manner  clear  and  telling, 
and  with  enough  ignorance  to  look  at  it  with  the  new,  sharp 
eyes  of  the  public. 

The  first-class  advertising  writer  looks  at  a  subject  with 
the  public's  eye.  He  does  not  look  at  it  with  eye  of  the  owner — 
such  a  gaze  is  too  full  of  technical  detail  to  be  interesting  to  any 
except  himself  and  a  few  on  the  inside  of  his  business. 

Not  only  does  the  writer  look  at  a  subject  with  the  eye  of 
the  public,  but  he  gives  it  sufiicient  study  to  be  able  to  array 
telling  and  interesting  facts  in  the  most  fetching  manner. 

There  is  a  bottle  of  mucilage  on  the  desk  on  which  I  am 
now  writing.  The  man  who  made  that  mucilage  has  probably 
given  his  whole  time  and  thought  to  that  business  for  years,  and 
so  thoroughly  immersed  himself  in  details  that  were  he  to  pen  an 
ad  about  his  mucilage  it  would  read  something  like  this  : 


PURE   GUM  ARABIC    |  f\  CENTS  PER 
MUCILAGE  1 U  BOTTLE. 

Extra  adhesive  because  it  is  made  of  pure  Gum 
Arabic.  In  all  our  years  of  experience  we  never 
used  adulterated  Gum*^Arabic,  and  all  the  ingredients 
of  our  ^lucilage  were  first  classed  and  carefully  com- 
pounded by  special  machinery  under  expert  eyes. 


The  advertising  writer  would  say  something  like  the  ex- 
ample shown  at  the  top  of  the  next  page,  which  will  be  found 
much  more  explicit. 


262 


Successful  Advertising 


MUCILAGE 
THAT  STICKS 


10 


CENTS 

PER 

BOTTLE. 


It's  a  clear,  smooth-runiiin<^  liquid — easy  to  handle 
— just  what  is  wanted  on  the  business  desk.  It's 
superior  to  all  other  mucilages,  as  the  Gum  Arabic 
in  it  is  absolutely  pure.  It  is  sold  everywhere — 
used  everywhere,  and  always  satisfies  because  it  is  the 
best  mucilage  ever  made. 


The  last  ad  reads  easier  than  the  first  because  it  is  less  bur- 
dened with  technical  details  and  is  more  forceful  to  the  world 
at  large,  for  it  bears  upon  the  points  that  at  once  appeal  to  those 
who  use  mucilage.  And  the  advertising  writer  from  the  stand- 
point of  an  outsider  sees  the  outside  points  of  interest— if rom  a 
brief  inside  study  lie  sees  the  manufacturer's  points  of  view,  and 
with  the  two  points  of  view  well  in  his  mind's  eye,  he  produces 
advertising  that  interests  the  outside  world  because  the  outside 
world's  impressions,  with  some  inside  knowledge,  is  brightly 
put  and  pleases  the  manufacturer  by  benefiting  trade  and  giving 
him  ideas — new  fresh  and  money-making. 

The  business  man  that  does  not  believe  in  the  advertising 
writer  has  but  an  imperfect  knowledge  of  advertising.  And  the 
business  man  who  does  not  believe  in  advertising  is  as  far  behind 
the  business  procession  as  is  the  old  express  wagon  in  the  rear 
to  the  band  wagon  in  front. 

The  Advertising  Amateur. 

{After  RuDVARD  Kipling— a  long  way  a/Ur— suggested  by  his  poem 
"  The  Vampire.") 
A  fool  there  was  and  he  wrote  an  ad, 

(Even  as  you  and  I) 
To  the  rich  and  the  poor,  the  good  and  the  bad, 
(To  tell  them  his  store  and  his  goods  were  the  fad) 
But  this  fool  neither  wit  nor  experience  had, 
(Never  as  you  and  I). 

Oh  the  cash  some  7vaste  and  the  space  some  waste 
And  the  work  of  head  and  hand 


How  To  Accomplish  It.  263 

Is  lost  because  they  donH  ktiozv,  you  know, 
{And  well  we  kno7v  they  never  can  know) 
They  do  not  understand. 

A  fool  there  was  and  his  goods  he  spent 

(Never  as  you  and  I) 
His  coin  and  work  and  his  good  intent 

(But  nobody  ever  knew  what  he  meant) 
For  a  fool  must  follow  his  natural  bent, 
(Never  as  you  and  I). 

Oh  the  toil  he  lost  and  the  spoil  he  lost 
And  the  asinine  schemes  he  planned 
But  all  in  vain— fools  never  know  why 
{And  well  we  knozv  they'll  never  know  why). 
They  do  not  jinderstand 

The  fool  was  stripped  to  his  foolish  hide 

(Never  as  you  and  I) 
From  the  business  whirl  he  was  cast  aside 
(And  nobody  really  cared  if  he  died) 
'  To  advertise  wisely  he  vainly  had  tried, 

(Never  as  you  and  I). 

And  it  isn't  the  blame  and  it  isn't  the  shame 
That  stings  like  a  white-hot  brand  : 
IV s  coming  to  know  that  sotne  never  know  why 
When  in  advertising  they  falter  and  die 
{Never  as  you  and  I). 

The  How  of  Writing  Advertising. 

Most  New  Yorkers  read  the  Evening  Jotirnal  and  most 
readers  of  the  Evening  Journal  turn  over  to  the  last  page,  where 
in  the  editorial  column  matters  of  everyday  practical  interest  are 
discussed  by  Mr.  Arthur  Brisbane  in  an  eminently  sensible  man- 
ner.   A  case  in  point  is  the  following  clipped  from  a  recent  issue. 

''ADVICE  TO  AN  ADVERTISEMENT  WRITER. 

TRUTH   IS  THE   THING. 

'  The  letter  which  we  print  here  should  interest  a  great 
many  readers  besides  those  engaged  in  writing  advertisements. 
Large  salaries — ten,  fifteen,  and  in  one  instance  as  high  as 
twenty-five  thousand  dollars  annually — are  earned  by  men  who 
prepare  attractive  advertising  matter. 


264  Successful  Advertising 

'W.  R.  Hearst,  Esq.,  Editor  Evening  Journal: 

'  Dear  Sir — I  am  bookkeeper  for  a  prosperous  retail  con- 
cern, and  among  other  duties  I  have  is  that  of  preparing  copy 
for  our  advertising. 

'  I  wish  to  make  as  much  as  possible  of  my  opportunity  in 
this  respect  and  would  like  a  few  pointers  from  those  who  are 
prepared  to  give  them,  so  I  come,  as  many  others  do,  for  advice. 

'  Will  you  kindly  give  the  names  of  good  helps  in  that 
line — publications  that  treat  of  the  subject — and,  most  of  all 
that  I  would  value,  is  a  few  remarks  'straight  from  the 
slioulder'  from  you. 

'  Without  a  semblance  of  flattery  I  think  the  Evening 
Journal  has  done  more  for  the  common  people  in  inducing 
them  to  thi7ik  than  any  other  agency  before  the  public  to-day. 

'  Permit  me  to  say,  Success  to  the  Evening  Journal.  I 
enclose  stamped  envelope  if  personal  reply  is  necessary.  Please 
withhold  correct  address  from  above. 

'  Yours  truly,  '  A.  A.  D. 

*  Sussex  County,  N.  J.' 

The  best  way  to  learn  to  write  good  advertisements  is  to 
read  good  advertisements. 

We  have  heard  Mr.  Nathan  Straus,  one  of  the  biggest  of 
advertisers,  say  that  the  art  of  advertising  is  merely  to  present 
attractively  the  absolute  truth  concerning  goods  that  are  to  be 
sold. 

We  suppose  that  successful  advertising  consists  in  decid- 
ing how  much  you  can  say  in  praise  of  an  article  without 
damage  to  truth,  and  in  saying  what  you  have  to  say  as  attrac- 
tively and  as  convincingly  as  possible. 

Wliatever  you  do,  beware  of  humorous  advertising.  The 
man  who  wants  to  buy  an  overcoat  wants  an  overcoat  and  not  a 
joke.  You  can  never  convince  him  that  your  coats  are  as  good 
as  your  jokes,  no  matter  how  good  your  joke  may  be.  Simply 
say  as  earnestly  and  solemnly  as  you  can  :  '  I  have  good  over- 
coats for  sale  cheap.'  That  is  what  the  overcoat  buyer  wants 
to  know.  You  may  lead  up  to  this  statement  as  attractively  as 
you  choose,  but  that  statement  wants  to  stand  out  more  dis- 
tinctly than  any  other  part  of  your  advertisement. 


How  To  Accomplish  It.  265 

Be  earnest  in  your  advertising.  Believe  what  you  say. 
Say  only  what  you  believe.  Study  the  advertisements  in  this 
newspaper,  little  and  big.  They  are  the  work  of  successful 
men. ' ' 

The  ^ventfi^-yournal editor  spoViQ  well.  Seldom  do  you  find 
so  much  good  advertising  advice  compressed  into  so  few  words. 

Truth  and  earnestness  !  Think  of  them  long  and  hard. 
Paste  these  two  words  in  your  desk  so  that  every  time  you  sit 
down  to  prepare  advertising  copy  they  will  meet  your  eyes. 
They  are  synonymous  with  sincerity  and  thoroughness — two 
qualities  inseparable  from  success. 

If  you  are  earnest  and  truthful  in  your  advertising  you  will 
undoubtedly  be  earnest  and  truthful  with  your  employer  aud 
business  associates.  Earnestness  in  your  work  will  cause  you 
to  study  how  you  can  save  your  employer's  money  by  the  use 
of  strong,  succinct  sentences,  a  study  of  rates  and  advertising 
mediums  and  a  constant  digging  up  of  ideas. 

Study  clearness  of  expression.  Let  the  reader  catch  your 
meaning  in  the  shortest  possible  time. 

Although  compiling  and  studying  ads  in  the  same  line  of 
business  is  advisable  to  start  a  suggestion  or  a  series  of  ideas 
yet  do  not  depend  too  much  upon  outside  aids.  Train  the 
mind  to  take  the  initiative  and  with  its  own  strength  follow 
fully  a  line  of  thought.  The  mind  can  be  trained  as  well  as  the 
body.  Will,  memory  and  different  brain  qualities  can  be  so 
strengthened  and  developed  that  what  at  first  appears  impossible 
presently  becomes  easy. 

The  newspaper  habit,  the  novel  habit,  the  memorandum 
habit  and  various  other  mental  habits  get  the  mind  in  a  rut — 
in  a  sort  of  crippled  condition,  as  it  were,  so  that  it  can  only 
move  with  the  crutches  of  outside  assistance.  This  is  bad. 
The  mind  of  a  writer  should  be  free,  fresh,  spontaneous — in  a 
condition  to  create  and  give  proper  expression  to  his  own  ideas. 

Granted  that  the  new  advertising  writer's  mental  qualities 
are  promising,  then  he  should  study  the  distinctive — the  drama- 
tic features  of  his  subject.  This  means  analysis  and  a  use  of 
the  perceptive  qualities.  After  using  his  perceptions  then  he 
constructs,  after  constructing  he  judges.     From  start  to  finish 


266  Successful  Advertising 

his  work  demands  the  exercise  of  a  round  of  faculties.  The 
better  equipped  are  his  faculties  by  nature  and  training,  the 
higher  the  quality  of  the  work  he  turns  out. 

Therefore  it  is  inevitable  that  the  advertising  writer  to 
turn  out  daily  a  certain  amount  of  work  must  keep  himself  in 
the  best  possible  physical  and  mental  condition.  If  he  dis- 
sipates, overexerts  or  underworks  himself  his  work  suffers. 

The  mental  self  is  at  its  best  with  physical  comfort. 

The  writer  of  advertising  should  study  his  readers.  Much 
money  is  wasted  by  talking  in  a  Harvard  College  style  to  a 
Bowery  crowd,  and  many  a  Cambridge  man  has  been  disgusted 
with  a  too  familiar  tone.  Three  or  four  stirring  display  lines 
have  been  known  to  win  a  roomful,  while  a  small  paragraph 
with  no  head  lines  at  all  cut  into  trade  as  a  diamond  would  into 
glass. 

Get  into  the  atmosphere  of  your  audience^  even  if  you  have 
to  get  out  of  your  own  atmosphere.  You  do  not  want  to  talk  to 
yourself,  you  want  to  talk  to  outsiders, — possible  customers. 

And  when  you  catch  their  eyes  give  them  truthful,  earnest 
statements. 

(In  connection  with  the  above  is  printed  the  following  short 
article  which  Mr.  MacDonald  wrote  for  The  Aavertisivg  World 
issue  of  May,  1902,  and  which  was  reproduced  by  many  adver- 
tising journals )  : 

Advice  From  an  Adept  in  Attracting  Attention.    First  of 

all  the  advertising  writer  must  have  something  to  say. 

If  he  has  nothing  to  say  and  uses  up  a  lot  of  words  in  try- 
ing to  say  it  the  result  is  labored  to  the  readers  as  well  as  to  the 
writer. 

Study  the  article  to  be  advertised. 

Try  and  get  at  the  point  of  view  of  the  reader.  Try  and 
use  the  arguments  that  would  influence  him.  He  is  the  one  to 
buy  the  goods.     What  you  are  trying  to  do  is  to  sell  goods. 

Presently  you  will  find  your  ideas  are  presenting  them- 
selves in  some  sort  of  order.  And  the  more  you  think  the 
clearer  and  clearer  will  your  ideas  become  until  they  are  so 
crystal ized  that  they  are  ready  for  expression  on  paper. 

At  this  point  begin  your  writing. 


How  To  Accomplish  It.  2(37 

Just  now  you  need  not  be  so  very  particular  about  your 
choice  of  words. 

Simply  write — using  the  words  that  come  most  readily  and 
naturally. 

After  you  have  given  your  ideas  to  paper  resolve  yourself 
into  the  stern  critic.  Concrete  evidence  of  your  ideas  is  before 
your  eyes. 

Eliminate — condense — clarify  ! 

Use  short  words  instead  of  long. 

Use  words  well  known  instead  of  words  that  sound  strange 
or  strained. 

Use  forcible  words  instead  of  weak. 

You  will  find  that  certain  words  add  strength  to  your  ideas, 
while  others  weaken.     Keep  a  keen  lookout  for  strong  words. 

Do  not  be  too  terse. 

Say  what  you  have  to  say — no  more,  no  less. 

It's  better  to  say  too  much  than  to  say  too  little,  providing 
you  are  giving  facts.  For  the  reader  can  skip  what  he  does  not 
wish  to  read,  but  he  cannot  supply  omissions. 

Hew  to  the  line  of  truth. 

There  are  enough  truths  about  goods  and  prices  to  make 
strong  impressions  without  using  boomerang  lies. 

Write — re-write  and  again  re-write  ! 

It  is  worth  every  thinking  and  writing  effort. 

For  advertising  space  is  costly,  and  an  idea  poorly  put  may 
lose  a  sale — yes,  several. 

The  proper  connection  between  the  point  of  a  pen  and  the 
brain  is  not  always  in  perfect  working  order. 

Perfection  in  writing  conies  through  practice  and  more 
practice. 

The  Advertising  Solicitor. 

This  is  a  gentleman  for  whom  I  entertain  so  profound  a 
consideration  that  never  yet  have  I  attempted  an  article  upon 
the  subject. 

He  is  a  subject  so  deep,  broad,  and  many-sided  that  no  pen 
could  begin  to  do  justice  to  him. 

"There   are  some    natures,"   says    Dumas   in  speaking  of 


268  Successful  Advertising 

D'Artagnan,  "that  resemble  thunder  and  lightning."  They 
are  incapable  of  analysis,  be  their  visit  long  or  short,  at  any 
time  or  under  any  condition  they  leave  an  impress  impossible  to 
the  conventional.  Approachable  and  unapproachable,  good 
advertising  solicitors  can  approach  anybody  and  talk  upon  any 
subject — rules  and  regulations  have  no  barriers  for  them,  as  they 
fly  over  obstacles  with  the  ease  of  a  thoroughbred  racer  taking 
a  four-barred  gate — they  are  splendid  socially  and  supreme  in  a 
business  deal— they  put  themselves  in  instant  touch  with  the 
mood  of  "the  other  party,"  whether  it  represents  the  deepest 
despair  or  happiest  humor— in  short  they  sympathize  with  every 
emotion  for  the  reason  probably  that  they  have  gone  the  psycho- 
logical path  to  the  limit. 

Advertising  solicitors  are  born,  then  developed  by  experience. 
Successful  advertising  solicitors  are  rare — so  rare  that  pub- 
lications have  been  known  to  die  when  they  lost  the  services  of 
good  men  whom  no  expenditure  of  effort  or  money  could  replace. 
First  of  all,  the  advertising  solicitor  studies  his  paper — its 
possibilities  and  present  resources. 

He  shines  when  familiarizing  himself  with  the  idiosyncra- 
sies of  advertisers — when  overcoming  their  prejudices — when 
driving  to  their  innermost  convictions  arguments  in  favor  of 
his  paper — when  knocking  argument  over  with  counter  argu- 
ment— when  entertaining  and  demonstrating  his  many  qualities 
as  a  man  and  a  good  fellow. 

He  knows  his  paper  inside,  outside,  topside,  bottomside, 
right  side,  left  side,  round  side,  square  and  on  the  bias — he 
knows  how  partial  Brown  is  to  the  upper  right  corner  last  page, 
and  how  Smith  likes  a  position  surrounded  by  reading  matter 
opposite  editorial  page.  He  sees  that  Smith  and  Brown  get 
what  they  want,  and  if  there  are  any  little  luxuries  in  the  way 
of  special  type,  cuts  or  reading  notices,  you  may  be  sure  these 
gentlemen  will  get  "  all  that  is  coming  to  them." 

He  has  mastered  the  tricks  of  writing  ads — in  many  cases 
he  can  give  ideas  to  artists,  and  not  unfrequently  does  he  give 
the  advertiser  business  pointers  of  great  value. 

But  after  all  the  advertising  solicitor  is  governed  by  the 
same  law  that  governs  every  person  and  business  proposition ; 
the  law  of  supply  and  demand. 


How  To  Accomplish  It.  209 

If  his  medium  is  good,  business  naturally  gravitates  towards 
it,  and  his  personality  helps  along  the  gravitation. 

If  his  medium  is  poor,  his  abilities  must  be  exerted  to  the 
utmost,  and  even  then  the  results  are  anything  but  satisfactory. 

The  Hustler. 

The  aurora  of  morn  illuminated  the  Oriental  horizon  with 
a  radiance  thatsaid,  ifanything  :  "This  is  the  sun's  busy  day." 
Shafts  of  morning  light  struck  in  a  chamber  window — fourth 
floor  front  of  a  Columbus  Avenue  boarding-house — and  tickled 
the  nose  of  the  sleeper. 

Presently  an  alarm  clock  with  a  loud  acclaim  announced 
that  it  was  seven  thirty.  The  sleeper,  awoke,  scratched  his 
head,  looked  dubiously  at  the  clock,  then  turned  over  on 
his  side  for  another  snooze.  Fifteen  minutes  later  there  was  a 
rat-tat-tat  at  the  door  and  the  servant  girl  shrilly  announced 
that  breakfast  was  growing  cold. 

The  Hustler  jumped  out  of  bed.  In  his  haste  to  dress  he 
lost  his  collar  button  and  broke  his  shoe  lace.  Hurriedly  open- 
ing his  trunk,  he  found  another  lace  and  button,  but  mussed 
his  trunk  up  fearfully.  In  the  excitement  he  tipped  his  ink 
bottle  on  the  carpet — the  landlady's  pride — in  rushing  down 
stairs  nearly  annihilated  a  four-year-old  toddler  and  a  flight  below 
stepped  in  a  bucket  of  water  which  the  scrub-lady  considerately 
left  there  while  on  a  tour  of  personal  investigation. 

The  Hustler  tackled  the  breakfast.  The  full  bill  of  fare 
was  fruit,  oatmeal,  mutton  chops,  wheat  cakes  and  coflee,  but 
the  Hustler  only  found  time  to  swallow  a  chop,  a  wheat  cake 
and  a  cup  of  coSee.  Then  rushing  up  to  the  hall  rack  he 
seized  his  hat  and  overcoat  and  was  soon  at  a  rapid  pace  to  the 
elevated  station.  Up  the  steps  he  went  like  a  sprinter — turned 
a  nickel  into  a  ticket — dropped  the  ticket  into  the  chopper — then 
at  the  risk  of  his  life  caught  a  train.  The  guard  swore,  then 
slammed  the  gate.  The  Hustler  hung  on  a  strap  and  in  a  short 
while  found  himself  at  his  place  of  business. 

The  Hustler  was  a  Hustling  Advertising  Man.  He  swept 
into  his  ofiice  like  a  Kansas  cyclone  and  so  disturbed  the 
equanimity  of  the  new  estimating  clerk  that  she  could  accom- 


270  Successful  Advertising 

plish  nothing  that  morning.  Copy  came  in,  but  the  Hustler 
was  too  busy  to  give  much  attention  to  it.  He  got  in  a  wordy 
war  with  the  office  boy  on  the  location  of  the  waste  basket,  then 
hustled  over  to  an  artist  with  an  idea,  but  forgot  the  suggestion 
in  his  excess  of  energy  before  securing  the  artist's  attention. 

A  man  with  a  proposition  sent  in  his  card,  but  the  Hustler 
was  too  busy  to  see  him.  A  pleasant  advertising  solicitor  on  a 
clieap  medium  ignoring  cards  and  office  boys  rushed  in  with  out- 
stretched hand  : 

"  Know  you  are  awful  busy,  old  man,  so  am  I,  but  thought 
you  could  give  us  a  quarter  page  for  an  anniversary  issue." 

Ah  !  here  was  a  tribute  to  the  Hustler's  hustling  qualities. 
He  felt  flattered  and  gave  his  visitor  the  ad. 

A  beautiful  blonde  programme  siren  with  a  voice  that 
thrilled  then  engaged  his  attention.  The  Hustler  pretended  to 
be  busy  with  important  papers,  etc.,  but  he  yielded  to  the  hyp- 
notic spell  of  his  fair  visitor  and  gave  her  a  liberal  ad. 

The  office  boy  rushed  in  with  some  proofs  and  two  cards. 

"Show  them  right  in — don't  waste  time — I  am  in  a 
hurry,"  exhorted  the  Hustler,  and  the  two  visitors  entered. 

One  had  a  proposition  which  to  absorb  would  at  least  take 
ten  minutes.  The  other  came  to  arbitrate  a  dispute  on  bills. 
They  were  strangers  to  each  other.  The  Hustler  rattled  over 
his  proofs — pretended  not  to  see  the  men — then  looking  up  with 
a  well-feigned  surprise,  said  : 

"Ah — good  morning,  gentlemen — what  is  it — lam  in  a 
great  hurry  this  morning — my  desk  you  see  is  covered  with 
proofs  of  my  new  ads." 

The  visitors,  seeing  the  man  so  busy,  took  time  by  the 
forelock  with  a  vengeance.  Both  began  talking  simultaneously 
and  vociferously.  The  Hustler  rattled  the  proofs,  and  appear- 
ing to  read  and  listen,  did  neither. 

Presently  he  broke  in  on  the  conversation  by  calling  over 
to  the  office  boy  : 

"Thomas,  I  must  go  down  to  Park  Row,  as  I  have  an 
important  appointment  there  in  ten  minutes.  You  must  excuse 
me,  gentlemen,  and  call  in  on  me  some  morning  when  I  am  not 
so  busy." 


How  To  Accomplish  It.  271 

Seizing  his  hat  and  coat  he  hustled  out.  In  and  out  of 
newspaper  offices  rushed  the  Hustler.  Up  in  composing  rooms 
he  appeared,  rattling  the  compositors  within  an  inch  of  their 
lives.  In  his  eagerness  to  get  to  the  sidewalk  the  Hustler  could 
scarcely  wait  for  the  elevator  and  threatened  to  jump  down  the 
elevator  shaft. 

Once  the  sidewalk  was  reached  he  rushed  along  like  mad. 
Two  advertising  men  happened  along  and  noting  the  frantic 
eagerness  of  the  Hustler,  said  : 

"  Blobson  is  a  wonderful  worker — a  great  hustler." 

"  He  may  be  a  hustler,  but  his  ads  are  d d  poor  "  ; 

which  showed  that  the  last  speaker  was  more  of  a  thinker  than 
just  a  hustler.  Onward,  bumping  against  people — treading  on 
pet  corns  and  gouty  toes — rushed  the  Hustler.  In  an  advertis- 
ing agency  went  he,  but  so  busy  was  the  Hustler  that  no  time 
could  be  given  to  anything.  He  had  no  time  to  sit  down — he 
had  no  time  to  talk — he  had  no  time  to  listen — he  had  no 
time  to  think,  and  when  after  a  hard  day  of  hustling  the 
Hustler  hustled  down  his  dinner,  he  found  he  had  to  hustle 
down  town  in  order  to  see  that  hustling  farce  comedy,  "  The 
Hustler." 

He  hustled  in  the  morning  and  he  hustled  at  night, 

And  he  hustled  all  the  day, 
He  hustled  at  his  business  and  at  everything  in  sight, 

But  he  hustled  no  headway. 

The  Jollier. 

When  the  Jollier  sat  down  to  the  breakfast  table  he  gazed 
admiringly  at  the  waitress,  then  said  : 

"  Upon  my  word,  Anastasia  O'Brien,  you  are  growing  better 
looking  every  day.  You  look  positively  charming.  How  do 
you  manage  it  ?' ' 

And  Anastasia  O'Brien,  who  was  thirty-five  if  a  day  and  as 
graceful  as  a  cow,  permitted  a  look  of  intense  delight  to  lighten 
up  her  gnarled  countenance  while  ambling  off  to  the  kitchen  to 
procure  the  choicest  article  of  fruit,  the  thickest  piece  of  steak, 
the  most  delicious  toast  and  the  best  cup  of  coffee  for  the  agree- 
able Mr.  Jollier.     Plain  John  Smith,  who  was  simply  a  gentle- 


272  Successful  Advertising 

man  that  promptly  paid  his  board,  had  to  worry  along  with  a 
steak  rather  tough  and  coffee  indifferent. 

Breakfast  over  the  Jollier  leisurely  sauntered  over  to  the 
elevated.  He  winked  at  the  news  girl  on  the  corner,  exchanged 
a  witticism  with  the  policeman,  smiled  as  he  received  his  ticket 
from  the  ticket  seller  and  complimented  the  ticket  chopper  upon 
the  skillful  manner  with  which  he  chopped  tickets.  Stepping 
aboard  the  downtown  train  the  Jollier  was  rather  rudely  jostled 
by  somebody  who  appeared  to  be  in  a  great  hurry.  Turning 
around  two  old  friends  met  :  The  Jollier  and  the  Hustler.  The 
Hustler  was  in  too  much  of  a  hurry  to  say  anything,  so  ahead  in 
the  car  bumped  he,  upsetting  the  equanimity  of  a  stout  gentle- 
man who  was  reading  the  Sun  and  hitting  two  young  ladies 
together  with  a  force  that  set  their  new  Easter  hats  awry.  Then 
the  Hustler  hung  on  a  strap  at  the  further  end  of  the  car. 

As  for  the  Jollier,  finding  all  seats  engaged,  he  hung  on  a 
strap  directly  in  front  of  a  twelve  year  old  boy.  Gazing  for 
some  minutes  at  the  youngster  the  Jollier  concluded  his  study  of 
the  boy  by  beamingly  saying  : 

"  Do  you  know,  young  man,  that  if  I  had  your  strong  stout 
legs  and  excellent  figure  I  would  be  inclined  to  stand  up 
simply  for  the  exercise  given  my  lower  limbs." 

The  boy  stood  up — he  knew  not  why.  The  Jollier  sat 
down  and  was  soon  lost  in  Cholly  Knickerbocker's  talk  in  the 
American.  Arriving  at  his  place  of  business  the  Jollier  speedily 
disposed  of  his  morning  mail  and  arranged  for  the  day's  duties. 

The  Jollier  was  business  manager  of  a  weak  weekly  that 
needed  just  such  a  man  to  keep  it  alive  and  he  did  keep  it  alive 
with  such  vigor  that  its  fat  advertising  columns  were  the  marvel 
of  the  advertising  world. 

The  first  advertiser  approached  by  the  Jollier  that  morning 
was  in  no  pleasant  mood.  Business  was  bad  and  he  saw  no 
results  from  advertising  in  The  Derrick  anyway.  But  the  Jollier 
only  smiled  : 

"  Mr.  Thompson,  you  know  in  what  deep  respect  I  hold 
your  judgment.  To  have  built  up  the  large  business  you  enjoy 
is  an  evidence  of  no  ordinary  mind.  Little  trade  setbacks  will 
come  from  time  to  time  but  a  man  of  your  calibre  will  never 


How  To  Accomplish  It.  273 

permit  them  to  discourage  you.  Increase  your  advertising  in 
The  Derrick  from  half  a  column  to  a  double  half  column.  But 
why  use  arguments  with  you  ?  The  ability  you  have  displayed 
in  matters  of  past  grave  import,"  etc. 

The  Jollier  jollied  Mr.  Thompson  up  and  down  the  sweet 
nerve  of  flattery  in  a  manner  truly  artistic,  then  came  away  with 
a  double  half  column  ad. 

Sigemund  Goldstein  was  dubious  about  taking  any  more 
space  in  The  Derrick.  He  had  spent  nearly  five  hundred  dollars 
in  its  columns  but  could  not  say  he  saw  any  results  therefrom. 

"Advertising  is  cumulative,"  opened  up  the  Jollier. 
"  Advertise  to-day  and  you  accomplish  nothing — keep  on 
advertising  and  a  year  from  to-day  you  will  be  surprised  at  the 
number  of  orders  you  will  receive "  (and  well  Mr.  Goldstein 
may  be  for  he  will  receive  none).  "  Ours  is  a  high-class  circu- 
lation—  The  Derrick  swings  high — ha,  ha,  good  joke,  Mr.  Gold- 
stein— and  you  know  from  the  high-class  nature  of  your  business 
how  difficult  it  is  to  make  an  impression  upon  the  aristocracy  of 
customers.  Speaking  about  aristocracy,  Mr.  Goldstein,  I  wish 
to  say  that  your  daughter  Rachel  created  a  sensation  at  the 
Levy  reception  last  week.  You  ought  to  see  how  everybody 
pressed  to  pay  her  attention,"  and  so  on  followed  a  stream  of 
gufif  about  Goldstein's  bewitching  Rachel.  The  Jollier  came 
away  with  a  six  months'  renewal  of  contract. 

Terrence  Gillhooly  kept  a  Raines'  Law  Hotel,  but  that  did 
not  prevent  him  from  running  a  cut  of  a  building  not  unlike 
one  of  New  York's  leading  hostelries  in  the  advertising  columns 
of  The  Derrick.  His  contract  was  about  to  expire  and  he 
determined  not  to  renew  it.  So,  Terrence  informed  the  Jollier, 
but  that  gentlemau,  through  a  long  familiarity  with  similar 
cases,  knew  how  to  handle  this  instance  : 

"Ah — Mr.  Gillhooly — this  weather  is  indeed  delightful. 
How  is  the  Buck  of  Buckingham?  as  Richard  the  three  times 
used  to  say.  As  chipper  as  ever?  What'll  you  have?  Let's 
brace  up  on  a  little  of  the  real  thing.  Say — barkeep — a  little 
Irish  whisky. 

Oh  whisky,  you  are  the  devil, 
You've  led  me  far  astray. 
Over  hills  and  over  valleys, 
18  Until  I  am  far  away. 


274  Successful  Advertising 

"  These  fine  ballads  of  dear  old  Ireland  touch  me  to  the 
quick  (a  little  more  of  the  same,  please).  Tom  Moore  knew  how 
to  put  the  words  together.  Ah — yes,  indeed  (a  little  more 
seltzer,  please,  and  a  couple  of  imported  medium  cigars).  I 
want  to  tell  you  about  a  compliment  I  heard  this  morning  about 
Gillhooly's  hotel.  In  coming  down  to  business  on  a  Fifth  Ave- 
nue stage  coach,  one  aristocratic  looking  gentleman  said  to  his 
equally  swell  friend :  '  I  wonder  what  are  the  rates  at  Gill- 
hooley's  hotel?'" 

(The  Jollier  talks  to  Gillhooly  a  straight  hour  in  which 
time  he  puts  ten  drinks  into  that  individual  and  gets  him  to 
renew  his  six  months'  contract  with  a  double  space.) 

Then  the  Jollier  takes  a  cab  over  to  Miss  Gillmartin's — the 
little  dressmaker.  He  always  takes  a  cab  when  calling  upon 
her,  in  order  to  "  make  an  impression."  He  goes  in  ecstacies 
over  one  of  her  latest  "creations,"  and  comes  away  with  a 
bunch  of  copy  and  a  three  months'  contract. 

After  which  the  Jollier  takes  out  Mr.  Johnson — who  is 
somewhat  of  an  advertiser  himself — to  luncheon.  Two  hours 
later  Mr.  Johnson  is  delivered  in  a  happy  condition  in  his  ofSce, 
and  the  Jollier,  before  bidding  him  good-bye,  pockets  a  half 
page  ad  .with  a  promise  of  several  more  to  follow. 

Then  the  Jollier  saunters  forth  for  further  victims.  He 
fills  up  one  with  whisky  and  milk.  To  another  he  talks  learn- 
edly upon  the  influence  of  a  college  course  in  shaping  a  young 
man's  business  success,  (This  advertiser  has  a  boy  at  college.) 
Then  he  calls  upon  Mr.  Smith  and  takes  him  up  to  Shanley's  in 
a  cab.  After  an  excellent  dinner  a  small  select  party  under  the 
tutelage  of  the  Jollier  goes  over  to  Weber  &  Fields  and 
when  morning  again  brings  with  it  breakfast  and  Anastasia 
O'Brien,  the  latter  lady  does  her  best  to  make  right  the  break- 
fast of  the  nicest  man  in  town. 


How  To  Accomplish  It.  275 


Getting  to  the  Reader's  Level. 

The  successful  advertising  man  must  possess  such  qualifica- 
tions as  : 

1.  Knowledge  of  human  nature. 

2.  Originality  tempered  with  horse  sense. 

3.  A  vast  fund  of  information  and  experience. 

4.  The  commercial  instinct. 

5.  Knowledge  of  type  and  typographical  effect 

6.  Ability  to  write  quickly,  easily,  concisely. 

7.  A  keen  perspective  faculty. 

He  ought  to  appreciate  the  value  of  his  employer's  money  ; 
the  worth  of  advertising  mediums  ;  he  ought  to  know  all  about 
illustrations  ;  how  to  get  the  best  work  from  artists  and  printers, 
and  a  whole  lot  of  other  things. 

I  place  knowledge  of  human  nature  first  in  the  above  cate- 
gory, for  without  it  the  advertising  man  is  useless.  And  that 
brings  me  right  near  the  subject  of  which  I  wish  to  treat  in  this 
paper,  viz.,  how  to  get  to  the  reader's  level — how  to  interest  the 
reader  in  your  story — how  to  induce  him  to  buy  your  goods — 
how  to  move  him  by  wit,  argument,  anecdote,  illustration  or 
typographical  appearance. 

It  is  a  fine  study.  You  must  put  yourself  in  the  place  of 
your  audience.  You  must  search  for  his  strong  and  weak  points 
— you  must  be  constantly  putting  him  through  a  most  searching 
analysis.  For  if  you  do  not  know  your  man — or  woman — you 
may  be  rubbing  the  fur  the  wrong  way,  and  repelling  instead  of 
attracting  a  possible  customer. 

At  dinner,  the  other  evening,  in  an  uptown  hotel,  a  young 
man  spoke  of  a  clever  ad  that  appeared  in  that  day's  Evening 
Post. 

"It's  wonderfully  clever  !"  he  exclaimed  enthusiastically, 
to  the  lady  sitting  beside  him.  She  expressed  a  desire  to  read 
it,  and  between  the  courses  it  was  peeped  at.  She  was  mightily 
interested  in  it,  and  so  was  the  elderly  gentleman  next  to  her, 
and  soon  the  whole  table  read  the  ad.  It  was  a  short  ad — about 
two  hundred  lines,  single  column,  without  an  illustration,  and 


276  Successful  Advertising 

"with  but  one  headline  ;  but  the  text  was  so  entertainingly 
written  that  it  was  read  with  interest  by  a  group  who  had  no 
earthly  desire  for  the  article  advertised.  It  influenced  these  men 
and  women  to  the  point  where  they  were  guilty  of  a  slight  breach 
of  table  etiquette.  Now,  if  that  ad  were  interesting  enough  to 
be  read  by  people  who  had  no  use  for  the  article  advertised,  it 
must  have  been  doubly  interesting  to  those  who  desire  such  an 
article. 

But  that  same  ad  would  be  lost  in  papers  with  less  cul- 
tured readers.  An  East-Sider  fresh  from  his  daily  toil — a  police- 
man direct  from  his  beat,  or  a  longshoreman  from  the  docks 
enjoying  his  favorite  paper  with  his  after  dinner  pipe,  would  not 
be  likely  to  revel  in  any  piece  of  fine  advertising  writing.  If  he 
became  interested  in  an  ad  it  would  be  because  he  wanted  a 
bargain  pair  of  trousers  or  a  cheap  pair  of  shoes.  In  such  a 
case  he  would  want  the  value  to  stick  right  out  before  his  eyes 
in  bold  type,  and  be  told  in  a  manner  unmistakable  in  its 
bargain  strength. 

He  is  not  looking  for  literature — he  is  looking  for  bar- 
gains. 

The  thrifty  German  riding  uptown  in  the  elevated  is  likely 
to  become  interested  in  his  Zeitung' s  advertising  columns.  His 
attention  would  be  attracted  to — and  he  would  carefully  read — 
all  about  a  special  sale  of  underwear  and  hosiery.  Our  German 
friend  would  read  this  hosiery  and  underwear  ad  if  he  contem- 
plated buying  hosiery  and  underwear,  thought  he  could  afford 
the  money  and  if  he  felt  the  advertiser  was  honest  in  his  state- 
ments.    A  few  grammatical  errors  would  not  bother  him. 

That  same  ad  in  some  high-class  German  weekly  would 
provoke  criticism  by  reason  of  its  looseness  of  construction. 
The  effectiveness  of  the  ad  would  be  thus  lost — which  reason 
would  hardly  ever  operate  against  the  effectiveness  of  an  ad  in 
a  "popular"  publication. 

When  I  took  charge  of  Hayden  Bros.'  advertising  in  Omaha, 
the  first  thing  I  did  was  to  get  myself  acquainted  with  the  class 
of  people  I  had  to  reach.  I  used  to  walk  through  the  first-floor 
aisles  and  note  the  men  and  women  buying — stand  near  the 
main  entrance  and  study  Nebraskans  as  they  came  in  and  out — - 


How  To  Accomplish  It.  277 

aud  occasionally  walk  through  Faruum,  Douglas,  or  any  of 
Omaha's  streets  to  receive  impressions. 

I  noticed  that  women  were,  as  a  rule,  not  too  well  dressed — 
that  jewelry  was  conspicuo-us  by  its  absence — that  men  paid  but 
little  attention  to  style — that  money  seemed  hard  to  get — in  fact, 
it  was  the  hard  summer  of  '94,  when  farmers  were  so  hard  up 
that  in  several  cases  they  killed  their  horses  and  fed  them  to 
hogs  rather  than  keep  them.  People  were  so  occupied  with 
saving  and  making  the  mighty  dollar  that  they  had  no  time  to 
read  nice  advertising.  They  were  influenced  by  ads  that  would 
drive  home  the  strongest  sort  of  bargain  arguments,  and  prices 
had  to  be  pretty  small  to  be  interesting. 

So  I  gave  Omaha  people  the  hurrah,  straight-from-the- 
shoulder,  page,  half-page  and  quarter-page  advertising,  with 
plenty  of  meaty  items  and  small  prices,  and  Hayden  Bros,  said 
it  was  a  success. 

Just  so  with  Denver,  Salt  Lake,  Portland  or  any  part  of  the 
West  during  the  three  or  four  years  of  financial  depression — the 
flashy,  noisy  style  of  advertising  was  the  style  that  attracted. 

Personally,  I  like  nice  advertising — the  clean-cut — the  logi- 
cal— the  witty — the  advertising  that  attracts  the  eye  and  is  a 
delight  to  the  mind.  But  what  is  the  use  of  writing  such  adver- 
tising when  it  fails  in  results  ?  Now,  in  New  York,  such  adver- 
tising pays  well.  Why  ?  Read  the  answer  in  the  thousands  of 
intelligent  masculine  faces  you  see  everywhere  in  and  about 
New  York.  In  the  street  cars,  ferr>'boats,  waiting  rooms  and 
suburban  trains  you  notice  an  army  of  clean-cut,  nicely  dressed 
men  of  all  ages,  whose  appearance  bespeaks  wealth,  leisure, 
taste  in  dress,  nicety,  discrimination.  You  must  appeal  to 
them  with  the  nicest  sort  of  advertising.  That  explains  the 
reason  why  Brill  Bros.,  Wm.  Vogel  &  Son,  Rogers,  Peet  &  Co., 
and  other  Gotham  concerns  are  so  successful  with  their  nice 
advertising.     They  have  the  audience  to  speak  to. 

Therefore,  Mr.  Budding  Advertising  Man,  give  careful  con- 
sideration to  your  audience  before  you  speak  your  little  piece 
through  the  advertising  trumpet.  Find  out  whether  your  audi- 
ence is  rich  or  poor — whether  it  is  well  educated  or  not — whether 
it  is  keen  and  appreciative,  or  dull  and  drowsy. 


278  Successful  Advertisings 

Another  ver>'  important  rule  :  Always  be  good-humored. 
Never  allow  a  suspicion  of  annoyance,  surliness  or  jealousy  to 
creep  into  your  advertising  literature.  The  public  likes  to  laugh 
— to  be  tickled— to  be  pleased.  And  when  you  try  to  please 
them  with  your  bargain  stories— it  makes  no  matter  what  your 
subject  is — you  can  be  all  the  more  successful  when  there  is  a 
vein  of  good  humor  running  through  your  talk. 

Use  Short  Words. 

Frequently  the  traveling  optics  of  masculine  and  feminine 
students  of  advertising,  in  studying  typographical  arrangements 
of  intellectual  publicity;  productions  profound  in  their  ponder- 
osity, are  reminded  of  the  wisdom — yes,  necessity — of  the  advice 
contained  in  the  following  triple-word  selection  : — 

Use  Short  Words  ! 

The  quintessence  of  truth  boiled  down  to  such  an  infinit- 
esimal degree  that  the  remaining  sediment  is  composed  of  jewels 
exceedingly  rich,  rare  and  recherche — withal  microscopic — is 
owing  to  the  advertising  gospel  centered  in  this  following  com- 
bination of  two  consonants  and  a  vowel : — 

Use  Short  Words  ! 

Advertisers  !  Why  ruthlessly  ransack  the  dictionary — why 
rake  up  from  the  remotest  recesses  of  mental  ramifications  words 
obsolete,  words  heavy  and  hoary  with  antiquity,  words  tongue- 
twisting  and  brain-destroying  in  their  polysyllabic  longitude, 
words  that  the  Anglo-Saxon  hurled  upon  William  the  Con- 
queror and  words  that  empty  every  box  in  the  compositor's  case, 
when  before  your  sagacious  gaze  lies  this  advice  : — 

Use  Short  Words  ! 

The  mental  calibre  of  your  audience  is  a  serious  considera- 
tion— too  serious  to  ever  fall  into  inoccuous  desuetude.  It  must 
be  alwa)'S  retained  in  its  completest  energy  within  the  confines 
of  your  think  tank,  and  no  matter  how  intellectual  or  otherwise 
your  audience  may  be,  forget  not  to 

Use  Short  Words  ! 

The  presumption  is  that  when  an  advertising  expression  is 
at  tlie  point  of  your  pen  you  should   immediately  concentrate 


How  To  Accomplish  It.  279 

all  your  mental  qualities  in  giving  said  expression  the  happiest 
and  concisest  form.  For  itispossible  to  manipulate  the  English 
language  in  such  a  manner  that  the  manipulation  will  bring  joy 
or  pain  to  the  reader.  And  never — oh,  never! — fail  to  attach 
extreme  significance  to  the  following  time-honored  and  truth- 
proven  advertising  adage : — 

Use  Short  Words  ! 

Advertising  space  is  valuable  because  of  the  immovable,  irre- 
vocable and  inevitable  law  of  supply  and  demand.  Affluent  pub- 
lishers and  cold,  calculating  business  managers  quite  some  decades 
ago  discovered  that  paper  cost  considerable  cash  ;  type  could 
only  be  obtained  by  displaying  and  then  depositing  the  shim- 
mering simoleons,  and  compositors  callously  called  for  shining 
spondolux  each  succeeding  Saturday.  Even  the  production  of 
a  weekly  was  no  weak  enterprise.  Therefore  the  advertiser  was 
"  soaked  so  good  and  hard"  that  the  only  opportunity  evident 
to  that  interesting  individual  to  get  ahead  of  the  game  in  pre- 
paring his  publicity  paean  was  to 

Use  Short  Words  ! 

By  earnestly  adhering  to  this  mode  of  procedure  he  not  only 
renders  himself  more  intelligible  to  his  readers,  but  also  pro- 
duces a  greater  number  of  words  for  their  edification  at  a  cost 
more  commensurate  with  the  proportions  of  his  bank  account. 
Beware,  gentle  reader,  beware  !  of  the  unfortunate  and  utterly 
ridiculous  habit  of  using  words  of  elongated  measures  (which 
convey  a  rivulet  of  ideas  but  a  Niagara  of  noises)  when  into 
your  ear  is  dinned  this  advice  : — 

Use  Short  Words  ! 


The  above  Mr.  MacDonald  wrote  for  Fame^  but  "  between 
the  lines  "  of  jaw-breakers  appears  the  force  of  the  lesson  : 

Use  Short  Words  : 

All  understand  short  words.  Short  words  drive  home  points 
that  long  words  never  do.  Short  words  hit — long  words  miss. 
Short  words  are  the  every  day  words — long  words  belong  to  the 
dictionary.  Short  words  make  the  advertising  story  remem- 
bered— long  words  cause  it  to  be  forgotten.  In  the  selection  of 
words  it  is  best  to 

Use  Short  Words  ! 


i80  Successful  Advertisings 


Printers'  Ink   Interview, 

J.  Angus  MacDonald,  Formerly  Advertising  Manager  for  Jordan,  Marsh 
&  Co.,  Boston,  Compares  New  York,  Philadelphia,  Chicago,  Boston 
and  Western  Advertising  by  Careful  Study— New  York  Needs  a  Com- 
bination of  Wanamaker  and  Boston  Styles— Philadelphia  Style 
Wouldn't  Go  in  Chicago,  or  Vice  Versa— Prices  Are  Trade  Magnets- 
Cuts  Are  Worth  Double  Price,  But  Ought  Not  to  Cost  It. 

The  largest  dry  goods  store  in  America,  with  one  or  two 
possible  exceptions,  is  Jordan,  Marsh  &  Co.,  of  Boston.  It  does 
about  $200,000  of  advertising  annually  and  locally.  Its  adver- 
tising is  largely  of  the  catalogue  order — that  is,  composed  of 
descriptives  and  prices  and  pictures.  It  fills  full  pages  of  the 
Sunday  Herald  and  Globe,  and  it  fills  anywhere  from  a  half- 
column  to  a  half-page  in  the  regular  daily  papers. 

It's  good  advertising — in  Boston. 

It's  well  written,  it's  well  managed  and  it's  well  typo- 
graphed. 

I  used  to  go  into  Jordan,  Marsh  &  Co 's  when  Angus 
MacDonald  was  their  advertising  manager,  and  watch  him  sit 
in  an  office  whose  walls  were  entirely  obscured  by  advertising 
proofs  of  the  eighty  odd  departments  which  he  marshaled  into 
one  glorious  and  conquering  whole.  He  used  to  tell  me  how 
he  not  only  studied  everything  there  was  to  learn  about  "  mer- 
chandising,"  as  Mr.  Gillam  would  say,  but  also  absorbed  the 
writings  of  the  leading  authors,  both  modern  and  ancient,  for 
the  purpose  of  acquiring  style,  finish  and  polish,  versatility  and 
the  ability  to  make  500,000  different  people  with  difierent  tastes 
and  different  educations  read  what  he  might  have  to  say  about 
anything  from  hairpins  to  sideboards. 

Occasionally  he  used  to  fill  a  page  of  some  of  the  Boston 
dailies  with  articles  of  more  than  passing  interest  on  other  sub- 
jects than  dry  goods,  writing  from  pure  love  of  the  thing  and  to 
exercise  his  literary  ability. 

With  one  assistant,  he  was  handling  an  advertising  depart- 
ment as  large  as  Wanamaker's,  where  they  employ  a  dozen  men 
for  this  work. 


How  To  Accomplish  It.  281 

He  was  overworking,  of  course.  One  day  he  broke  down, 
and  his  doctor  sent  him  to  Florida. 

STUDYING   THE   EAST   AND  WEST. 

He  stayed  South  two  months,  and  travelled  back  North 
very  slowly,  stopping  to  make  a  study  of  advertising  in  Phila- 
delphia, Washington  and  New  York,  and  then  went  West,  study- 
ing advertising  in  Chicago,  Omaha  and  Denver.  He  stayed 
West  long  enough  to  do  some  brilliant  advertising  for  some  of 
the  big  concerns  out  there,  and  incidentally  to  breathe  in  Rocky 
Mountain  ozone. 

With  rosy  cheeks  and  sparkling  eyes,  he  loomed  up  in  New 
York  the  other  day,  I  saw  him  on  Broadway,  and  I  nailed  him 
for  an  interview.  I  asked  him  what  he  thought  of  New 
York  advertising,  Philadelphia  advertising,  Boston  advertising 
and  Western  advertising  ;  what  kind  of  advertising  was  the 
best  ;  whether  Gillam  would  Gillamize  Gotham,  and  whether 
he  himself  intended  to  settle  down  in  New  York.  I  found  that 
he  was  here  at  the  request  of  one  of  the  big  department  stores 
and  that  he  was  studying  out  a  plan  and  style  of  advertising 
that  would  combine  the  best  in  advertising  elsewhere  and  best 
applicable  to  New  York. 

I  believe  every  dry  goods  man  in  the  United  States,  every 
retail  dealer  who  does  a  line  of  advertising,  will  find  it  full  of 
suggestions  and  observations  and  analytical  deduction  of  interest 
and  value. 

"  Which  city  does  the  best  advertising?  "  I  asked  first. 
"  It  is  a  question  in  my  mind  whether  Chicago  or  Phila- 
delphia.    Boston  advertising  is  good  for  the  Hub." 

"  What's  the  difference  between  Philadelphia  and  Chicago  ?  " 
"Philadelphia  is  all  Wanamaker.     Chicago  is  everything 
but  Wanamaker.' ' 

"  Do  you  think  the  Wanamaker  style  will  go  in  Chicago  ?  " 
"  No,  and  the  Chicago  style  would  not  go  in  Philadelphia." 
"  Will  the  Wanamaker  style  be  '  a  go  '  in  New  York  ?  " 
"  It  would  take  the  seventh  son  of  a  seventh  son  to  answer 
that  question.  Wait  a  year  or  two,  and  Mauley  Gillam  will 
answer  it  for  you.     However,  if  you  pin  me  down,  I  will  tell 


282  Successful  Advertising 

you  what  I  think  on  the  subject.  Now  Philadelphians  are  quiet, 
easy-going  people  whose  minds  run  in  placid  channels.  For 
them,  the  conversational  style  of  dry  goods  advertising  was  a 
boon,  as  it  contained  no  startling  announcements  or  surprises. 
There  is  no  other  large  city  so  peculiar  in  that  respect  as  Phila- 
delphia. Now  the  New  York  public  is  quite  different.  Why 
wouldn't  it  be  a  good  point  instead  of  giving  the  New  York 
public  the  Philadelphia  style — give  them,  say,  a  cross  between 
the  Boston  and  Philadelphia  style?  You  see,  Boston's  advertis- 
ing is  more  crisp,  terse  and  forcible  than  the  Wanamaker  con- 
versational method.  Now,  why  not  have  a  combination  of  the 
two — a  style  that  New  York  would  call  its  own,  and  contain 
the  cream  of  Boston  and  Philadelphia  style  ?  Facts  and  figures, 
and  good  old-fashioned  New  England  logic,  deftly  mixed  with 
pleasing,  artistic  Wanamaker  announcements,  ought  to  make  a 
taking  combination  in  New  York." 

NEW  YORK  CAN  IMPROVE. 

"What  do  you  think  of  New  York  advertising?" 

"  I  think  it  capable  of  much  improvement." 

"  Does  the  crowd  come  to  bargains  ?  " 

"  Yes,  sir.  You  spread  before  the  public  genuine  bargains 
and  they  *  come  and  partake '  every  time." 

"  Do  prices  attract  ?  '' 

"  Prices  are  the  real  magnets,  especially  in  dry  goods  adver- 
tising. Women  always  read  and  comment  on  the  prices.  They 
are  sharp  judges  and  quickly  scent  values." 

"  Does  the  public  always  believe  newspaper  ads  ?" 

"The  average  person  believes  in  the  announcements  of 
reliable  Eastern  houses.  There  is  no  question  whatever  on  this 
point.  Out  West,  where  everything  is  viewed  through  golden 
spectacles,  the  public  take  advertisements  with  grains  of  salt  ; 
but  the  fact  that  they  respond  shows  that  they  have  some  belief." 

"  Who  chiefly  patronize  ads  ?  '' 

"  Women.  Nine  cases  out  of  ten  it  is  the  woman  who 
reads  and  remembers  an  advertisement." 

"  Don't  men  respond  ?  " 


How  To  Accomplish  It.  283 

"To    a   degree,   yes;   but  they  haven't  the   time  nor  the 
economical  instinct  that  their  wives,  sisters  and  daughters  have." 
"What  do  you  think  of  cuts?  " 

BELIEVES  IN  CUTS. 

"  I  am  a  firm  believer  in  cuts.  An  illustrated  ad  is  far 
more  effective  than  any  other.  A  picture  always  attracts,  and 
tells  the  story  quicker  and  is  more  effective  than  mere  type." 

"  Are  cuts  worth  double  rates?  '' 

"  I  always  hate  to  pay  double  rates  for  cuts,  as  I  think  that 
charge  an  imposition,  but  frequently  it  pays  to  do  it." 

"  How  much  advertising  space  should  a  store  use  in  a  news- 
paper ? ' ' 

"That  is  a  hard  question  to  answer.  Jordan,  Marsh  &  Co.'s 
page  ads  are  almost  weekly  occurrences,  whereas  Lord  & 
Taylor's  total  ads  for  six  months  scarcely  amount  to  a  full  page, 
Siegel,  Cooper  &  Co.,  in  Chicago,  with  the  biggest  store  in  the 
world,  use  a  page  nearly  every  Sunday,  while  the  Denver  Dry 
Goods  Co.,  in  Denver,  with  about  200  employees,  use  about  the 
same  amount  of  space  in  the  Denver  papers.  It  is  simply  fol- 
lowing the  pace  you  or  your  neighbors  set." 

Anable  Atherton. 

This  appeared  in  Printer's  Ink  in  August,  1895.  Anyone 
familiar  with  New  York  advertising  can  tell  whether  or  not  my 
judgment  was  correct — J.  A.  MacD. 

Booklet  Advertising. 

Within  the  past  few  years  booklet  advertising  has  become 
wonderfully  popular.  Every  line  of  business  now  appreciates 
the  benefits  to  be  derived  from  booklets,  and  although  many 
booklet  efforts  sadly  miss  the  mark  of  excellence,  yet  some  are 
beautiful  specimens  of  literary,  artistic  and  typographical  skill. 

As  I  said  before,  every  branch  of  business  can  use  the 
booklet  to  advantage.  It  is  the  mean  between  a  circular  and  a 
catalogue.  Generally  the  former  is  valueless  because  it  says  too 
little,  and  is  done  to  death,  and  the  latter  is  too  expensive.  The 
booklet  can  tell  your  story  well — it  can  detail  your  business  as 


284  Successful  Advertising 

no  circular,  poster  or  newspaper  ad  can — it  does  not  cost  so  very 
much,  and  if  gotten  up  rightly  is  likely  to  be  welcomed  by  the 
recipient. 

Take  for  instance  a  summer  hotel.  The  proprietor  at  this 
time  is  looking  about  him  for  some  good  way  to  advertise  his 
resort.  The  newspapers  and  magazines  are  good — he  knows 
that  by  the  past  experience  of  himself  and  others.  But  they  are 
mighty  expensive,  and  he  can  say  very  little  about  the  merits  of 
his  rooms  and  table— the  accessibility  and  situation  of  his 
hotel — the  surroundings,  etc.,  etc.  The  road  out  of  the  difficulty 
lies  through  the  booklet.  Let  him  get  up  a  twenty-four  or 
thirty-six  page  booklet  of  medium  size,  with  half-tone  illustra- 
tions showing  exterior  and  interior  views  of  his  hostelry,  inter- 
spersed with  bright,  interesting  letter  press.  Let  him  have  this 
booklet  attended  to  by  a  good  writer,  artist  and  printer,  and  he 
will  find  very  satisfactory  results  from  the  same.  An  edition  of 
five,  ten  or  twenty-five  thousand — as  the  case  may  require — can 
be  issued,  and  the  lot  sent  to  a  list  of  selected  names  which  he 
can  procure  from  metropolitan  concerns  which  make  a  business 
of  securing  such  lists. 

Take  again  a  shoedealer.  He  has  a  good  store,  good  stock, 
and  a  satisfactory  trade.  His  spring  stock  in  footwear  shows 
many  styles  that  are  new  in  his  district.  His  spring  and  sum- 
mer stocks  will  be  more  complete  and  interesting  this  season 
than  ever  before.  He  is  burning  with  a  desire  to  let  his  vicinity 
know  all  this.  He  can  do  it  through  the  booklet.  Let  him  get 
up  a  neat,  illustrated  booklet  with  a  tasty  cover — if  in  colors  so 
much  the  better — have  every  page  illustrated  with  two  or  more 
footwear  designs.  Speak  in  an  entertaining  way  about  the  new 
stock  and  the  popular  shapes,  and  put  it  in  the  hands  of  every 
man  and  woman  in  his  town  and  vicinity.  If  the  booklet  is 
gotten  up  as  it  should  be,  it  will  not  be  thrown  away.  On  the 
contrary,  every  member  of  the  household  will  glance  at  it  to  get 
a  few  pointers  on  shoes. 

Same  way  with  clothing.  There  strayed  to  my  hands  last 
fall  a  booklet  on  fall  and  winter  styles  in  clothing  and  furnish- 
ings from  the  celebrated  Gotham  concern,  Rogers,  Peet  &  Co. 
I  have  that  booklet  yet.     I  did  not  save  it  from  the  fact  that  I 


How  To  Accomplish  It.  285 

am  an  advertising  man  and  love  to  look  over  good  specimens  of 
advertising.  No,  I  can  honestly  say  I  did  not,  but  rather  from 
the  fact  that  it  gave  me  several  valuable  pointers  regarding  a 
winter  wardrobe  which  several  young  friends  and  I  have  used  to 
advantage  in  securing  clothing  and  furnishings.  It  is  my  belief 
that  men  keep  these  booklets  and  occasionally  glance  in  them 
when  they  want  a  pair  of  trousers,  a  pair  of  shoes,  or  anything 
to  add  to  their  wardrobes.  ^ 

The  department  store  can  well  utilize  a  series  of  booklets 
speaking  of  its  different  departments.  Prices  should  always  be 
given  in  booklets  as  well  as  full  descriptions  of  the  goods. 

There  should  not  be  too  much  talk.  The  sentences  should 
be  short  and  full  of  point.  The  paragraphs  should  not  be  too 
long.  Better  have  two  or  three  paragraphs  on  one  suggestion, 
than  one  long-winded  paragraph  on  the  same  thought.  Short 
sentences — short  paragraphs — but  long  enough  to  give  full 
meaning  to  every  thought,  should  be  the  writer's  rule. 

If  the  paper  permits  use  half-tones  or  wood  engravings.  In 
the  eyes  of  some  they  may  not  be  as  artistic  as  pen  and  ink 
drawings,  but  in  the  eyes  of  the  many  they  are  stronger  and 
bring  out  the  points  of  the  goods  better. 

When  you  start  to  get  up  a  booklet,  start  with  the  idea  to 
get  up  a  good  one.  It  does  not  pay  to  scrimp  on  the  paper, 
printing,  illustrating  and  writing.  A  booklet  is  supposed  to  be 
kept  and  remembered,  and  to  be  thus  kept  and  remembered  it 
should  be  attractive  in  appearance  and  contents.  The  newspa- 
per is  for  a  day,  the  magazine  for  a  month.  All  advertising  is 
short  lived,  but  that  which  lives  longest  is  probably  the  booklet 
rightly  gotten  up. 

When  a  retailer  issues  a  booklet  he  should  be  careful  to 
speak  only  of  the  lines  which  he  is  certain  will  remain  in  stock 
for  at  least  six  months.  Most  newspaper  advertising  refers  to 
goods  that  will  be  disposed  of  over  the  bargain  counter  inside 
of  a  week.  Booklet  advertising  speaks  of  the  lines  you  will 
carry^  right  through  the  season. 


286  Successful  Advertising 


Spend  Money  to  Make  Money. 

"  Mr.  Allen  told  of  a  conversation  that  he  had  with  Mr.  Duke, 
in  which  Mr.  Duke  complained  of  the  large  amount  that  his 
firm,  Duke,  Sons  &  Co.,  had  to  expend  for  advertising. 

'Mr.  Duke  told  me,' said  the  witness,  'that  in  1888  he 
spent  ^508,000  for  advertising,' 

Mr.  Allen  went  on  to  say  that  other  cigarette  manufacturers 
to  whom  he  talked  had  correspondingly  large  expenses,  and  that 
he  urged  upon  them  the  advisability  of  combination.  Mr.  Duke, 
he  said,  said  to  him  that  a  consolidation  would  be  a  good  thing, 
as  doing  away  with  competition  in  advertising. 

'  What  was  the  purpose  of  the  formation  of  the  American 
Tobacco  Company  ? '  asked  Mr.  Fuller,  on  cross-examination. 

'  It  was  to  save  the  large  expenses  of  individual  advertis- 
ing,' replied  Mr.  Allen  ;  '  to  save  expenses  on  salesmen,  to 
save  office  expenses,  in  general  to  promote  economy  in  the  man- 
ufacturing and  distribution  of  the  products  of  the  companies 
combining.'  "  From  report  of  Tobacco  Trust  Trial ^  New  York 
S/ai. 

One  thing  is  certain.  If  James  B.  Duke,  President  of  the 
American  Tobacco  Company,  did  not  spend  $508,000  in  1888 
for  advertising,  Duke's  Cameo  Cigarettes  would  not  be  so  well 
known  to  the  cigarette  world  and  lots  of  chappies  would  be 
puffing  to-day  in  place  of  Duke's  Cameo  Cigarettes  the  Sweet 
Caporal,  High  Admiral,  Vanity  Fair,  or  some  other  brand. 

The  above  clipping  gives  a  little  bit  of  light  on  the  sums 
spent  by  well-known  concerns  in  advertising. 

Advertising  is  vital  to  nearly  every  business  to-day.  When 
a  man  or  firm  wishes  to  push  a  specialty  a  liberal  appropriation 
is  usually  made  for  advertising  purposes.  When  this  liberal 
appropriation  is  not  made  the  enterprise  dies  an  early  death. 

Perry  Davis  began  his  great  Pain  Killer  business  by  ped- 
dling bottles  of  Pain  Killer  from  door  to  door.  When  he  got  a 
little  ahead  he  began  advertising — his  sales  then  began  to 
increase  with  the  better  knowledge  of  his   Pain  Killer  and  in 


How  To  Accomplish  It.  287 

proportion  to  the  increase  of  business  Mr.  Davis  enlarged  his 
advertising  appropriation. 

I  believe  Dr.  J.  C.  Ayer  started  in  about  the  same  way. 
Even  in  their  early  days  these  men  appreciated  the  power  of 
advertising. 

But  Davis  and  Ayer  started  their  business  many  years  ago. 
Conditions  have  changed  since  then.  Modern  times  demand 
modern  methods.  And  advertising  plays  a  mighty  part  in  mod- 
ern business  methods.  Fortunes  are  annually  spent  by  big  con- 
cerns in  publicity.  Enormous  salaries  are  paid  trained  special- 
ists to  direct  the  expenditure  of  these  fortunes.  This  is  meet, 
logical  and  just. 

One  of  the  first  axioms  that  the  business  fledgling  learns  is 
"  To  make  money  you  must  spend  money."  The  day  has  gone 
by  when  one  can  conjure  up  dollars  with  little  exertion  and 
expenditure.  There  are  too  many  aspirants  in  every  field.  The 
aspirant  with  the  cleverest  brain  and  the  bank  account  to 
match  "gets  there"  first.  His  clever  brain  will  tell  him  how 
much  to  spend  in  advertising — in  management — in  salesman- 
ship— in  manufacturing — in  each  detail.  He  buys  brains  to 
help  his.  He  knows  that  hard  cash  will  buy  ever>'thing — men, 
papers,  machinery — whatever  maybe  necessary  for  his  business. 

If  I  cared  to  mention  some  of  the  amounts  tliat  passed 
through  my  hands  to  pay  my  client's  advertising  bills  the  quo- 
tations would  startle  you.  Very  few  people  outside  of  those 
actually  engaged  in  advertising  have  anywhere  near  an  approx- 
imate idea  of  the  fortunes  spent  in  advertising.  It  is  safe  to 
say  that  over  ^500,000,000  are  annually  spent  by  American  ad- 
vertisers. 

If  Mr.  Duke  started  in  this  modern  age  to  advertise  his 
cigarettes  as  did  Messrs.  Davis  and  Ayer  fifty  or  sixty  years  ago 
with  their  patent  medicines  where  would  he  be  to-day  ? 

James  B.  Duke  appreciated  the  truth  of  the  adage  "To 
make  money  you  must  spend  money."  He  was  not  afraid  to 
spend  it  in  whatever  direction  he  thought  necessary  to  the  ben- 
efit of  his  business  and  in  this  connection  gave  advertising  its 
due  credit.  When  he  arrived  at  that  point  where  he  was  spend- 
ing  half  a   million   dollars   a   year   on    advertising   alone    he 


288  Successful  Advertising 

thought  of  a  scheme  to  reduce  the  advertising  and  other 
expenses.     Hence  the  trust. 

When  the  trust  was  formed  there  was  no  occasion  for  such 
extensive  advertising  because  the  field  was  swept  clear  of  rivals. 

With  greater  competition  comes  a  greater  dc7nandfor  adver- 
tising. 

When  you  enter  a  field  that  is  already  well  filled  you  should 
do  a  tall  lot  of  advertising  to  put  your  business  in  the  front. 
When  you  enter  a  field  in  which  you  stand  alone  you  should 
advertise  too,  so  as  to  let  people  know  that  you  are  ready  to  serve 
their  wants  in  a  particular  line,  but  it  stands  to  reason  that  the 
advertising  need  not  be  so  fierce  and  aggressive  as  when  the  field 
is  already  well  occupied. 

Itisall  very  well  to  give  a  few  platitudes  on  thrift  and  say, 
"  A  fool  and  his  money  are  soon  parted,"  but  more  failures 
in  business  can  be  attributed  to  niggardliness  and  greed  than 
is  generally  supposed.  A  reputation  for  being  stingy  is  about 
the  worst  reputation  a  man  can  have.  It  hurts  in  business  and 
in  social  life.  Success  does  not  love  the  stingy.  She  flutters 
about  the  liberal — the  generous  hearted — the  people  who  have 
good  red  blood  in  their  veins. 

Intelligent  thrift  is  all  right.  But  stupid  thrift— the  thrift 
the  fool  uses  when  he  "saves  dimes  and  loses  dollars" — the 
thrift  that  "saves  at  the  spigot  and  wastes  at  the  bunghole  "  is 
idiocy.  And  yet  how  many  practice  it  and  pat  themselves  on 
the  back  for  being  economical  ! 

When  you  start  in  to  do  some  advertising,  do  it  right.  Do 
not  go  at  it  in  a  half-hearted  way  and  grow  frightened  and  stop 
before  the  battle  is  half  fought. 

If  you  are  satisfied  you  are  right,  go  ahead  ! 

And  to  advertise  right  means  the  expenditure  of  good 
money.  It  means  cash  paid  to  mediums  in  which  to  place  your 
ads,  to  writers  to  write  your  ads  and  to  artists  to  illustrate  your 
ads.  Each  of  these  needs,  if  worth  anything,  demands  a  fair 
payment. 


How  To  Accomplish  It.  289 


**  Dry  Goods'   Economist"  Interview. 

How  J.  Angus  MacDonald  Uses  His  Space— What  Attracts  Most  Atten- 
tion—*' Tell  the  Truth  "—How  to  Train  a  Young  Man  to  Write  Ads— 
As  to  Criticism. 

Some  helpful  advertising  hints,  pertinently  put,  were  fur- 
nished an  Economist  representative  the  other  day  in  the  course 
of  an  instructive  chat  with  J.  Angus  MacDonald,  the  man  who 
frames  and  fashions  Bloomingdale  Bros.'  ads.  Though  young 
in  years,  Mr.  MacDonald  is  a  veteran  in  this  field,  and  his  obser- 
vations disclose  some  of  the  methods  which  invest  the  Blooming- 
dale  ads  with  their  trade-drawing  power. 

From  a  typographical  standpoint  the  ads  of  this  store,  as 
they  appear  in  the  daily  papers,  look  crowded,  and  if  judged  by 
printers  or  ad  writers  generally,  would  not  be  accorded  so  high  a 
place  as  the  ads  of  some  of  the  other  big  stores.  Questioned 
upon  this  point,  Mr.  MacDonald  smiled  and  hesitated,  as  if  he 
had  heard  the  criticism  before.  Then  he  said  :  "We  buy  space 
in  the  newspapers  in  order  to  use  it  ;  and  that  is  just  what  we 
do  with  it  after  we  buy  it.  I  believe  in  the  'open'  ad  display 
where  it  is  feasible  and  expedient ;  but  experience  has  taught 
me  that  in  appealing  to  people  who  purchase  at  retail,  especially 
women  folk,  prices  cut  the  most  effective  figure,  and  the  more 
prices  you  give  them,  and  the  bigger  the  list  of  articles,  the 
better  they  like  it. 

"  I  believe,  too,  in  using  art  and  literature  when  compatible 
with  the  end  aimed  at,  but  when  their  use  means  a  sacrifice  of 
financial  results,  they  should  be  tabooed.  Speaking  of  art  and 
literature,  I  am  reminded  of  what  Paul  Dana,  the  editor  of  the 
Sun^  had  to  say  upon  this  subject  at  a  dinner  which  I  attended. 
Referring  to  the  work  of  the  advertiser,  he  said  that  he  occupied 
an  enviable  position  as  compared  with  the  author  or  the  artist. 
The  author,  he  said,  was  compelled  to  stick  to  literature,  and  the 
artist  to  art,  whereas,  the  advertiser  had  the  privilege  of  working 
in  both  fields — as  well  as  in  a  third  field — the  field  of  business. 

"  This  is  true,  and  perhaps  it  is  this  very  license  that 
makes  some  ads  ineffective  as  business- bringers." 

19 


290  Successful  Advertising 

After  some  further  remarks  upon  this  phase  of  the  subject, 
Mr.  MacDonald  observed  :  "  I  suppose  that  our  greatest  success 
lies  in  the  fact  that  we  always  know  what  we  are  doing." 

Parenthetically,  it  may  be  here  remarked  that  the  whole 
secret  of  successful  advertising  is  embodied  in  that  simple 
sentence. 

Reverting  to  the  typographical  make-up  of  Bloomingdale 
Bros.'  ads,  Mr.  MacDonald  said:  "The  wants  of  several  mil- 
lions of  people  are  numberless,  and  the  better  we  cover  the 
ground  in  calling  attention  to  the  extent  to  which  we  can  sup- 
ply their  needs  the  better  the  ad  serves  its  purpose.  Our  cus- 
tomers, and  the  general  public  as  well,  have  become  accustomed 
to  this  style  of  advertising,  and  it  is  just  as  characteristic  of  this 
store  as  are  other  exclusive  ideas  which  we  utilize. 

"Don't  misunderstand  nie.  I  don't  believe  in  crowding 
matter  into  an  ad  to  such  an  extent  as  to  make  it  difficult  to 
read  ;  but  I  do  believe  in  offering  the  public  the  greater  variety 
from  which  to  make  selections.  We  think  that  we  have  reduced 
this  end  of  the  business  to  a  science,  or  as  near  to  that  point  as 
possible. 

"  If  our  ads  elicit  adverse  criticism  on  the  part  of  those  who 
think  they  know  better  than  we  do  how  trade  should  be  appealed 
to,  why,  we  don't  mind  it.  It  is  results  that  tell.  Criticism 
against  successful  methods  is  unavailing.  Take,  to  go  outside 
of  the  pale  of  the  subject  for  an  illustration,  the  work  of  the  late 
Burne-Jones.  He  was  bitterly  assailed  for  years  by  fellow-artists 
and  the  critics,  and  yet,  without  varying  from  his  methods,  he 
came  to  be  regarded  as  one  of  the  foremost  artists  of  his  day. 
Pardon  the  comparison,  but  so  it  is  with  us.  We  may  be  criti- 
cised, but  we  get  the  results  ;  and  that's  what  we  are  after." 

"  What  is  the  most  attractive  feature  of  an  ad  to  the  average 
run  of  shoppers?"  the  Economist  representative  asked  Mr.  Mac- 
Donald during  a  brief  lull  in  the  talk. 

"  Prices,"  was  the  quick  reply,  followed  with  "  I  mean  com- 
parative prices,  showing  at  what  price  the  goods  were  sold  and 
the  price  at  which  they  are  being  offered." 

In  Mr.  MacDonald's  ofTice,  up  on  the  fifth  floor  of  the 
Bloomingdale  Bros.'  store,  a  sign   depending  from  the  ceiling 


How  To  Accomplish  It.  2!3l 

bears  in  large,  plain  black  letters  the  words,  "Tell  the  Truth," 
It  was  this  sign  that  suggested  the  next  question  :  "What  do 
you  consider  the  most  vital  principle  in  advertising?" 

To  this  question  Mr.  MacDouald  replied:  "We  believe  in 
doing  everything  we  promise  to  do,  and  just  as  we  promise  to  do 
it,"  which,  it  will  be  noted,  was  but  another  way  of  saying 
"Tell  the  Truth." 

"Two  most  successful  retail  advertisers,"  he  continued, 
"John  E.  Powers  and  M.  M.  Gillam,  both  of  whom  at  different 
times  wrote  Wanamaker's  ads,  rigidly  adhered  to  this  plan. 
They  were  both  thoroughly  clean  and  honest,  and  their  charac- 
ters were  reflected  in  their  ads.  From  any  standpoint,  business 
or  moral,  it's  better  to  tell  the  truth  ;  for  if  you  don't  it  will  soon 
be  found  out.  And  the  advertiser  who  doesn't  live  up  to  his 
professions  must  fail." 

Asked  for  some  advice  to  give  to  the  advertiser  in  the  small 
town,  Mr.  MacDonald  said  : 

"In  the  first  place,  I  would  advise  him  to  get  hold  of  a 
young  man  with  the  intelligence  that  suggests  a  proper  capacity 
and  ability  to  do  the  work  once  he  has  mastered  the  elementary 
facts.  I  would,  after  a  proper  course  of  instruction,  place  him 
not  only  in  charge  of  the  advertising,  but  of  the  window  dress- 
ing and  interior  decorating  as  well.  In  this  way  these  three 
departments  would  be,  as  they  always  should  be,  in  complete 
harmony.  Each  department  would  support  the  others,  and  the 
result,  assuming  that  the  work  be  intelligently  done,  would  be 
the  result  that  always  attends  careful,  wisely  directed,  sys- 
tematic effort. 

"  Then,  too,  I  would  have  the  young  man  hold  frequent  con- 
ferences with  department  heads  and  buyers,  requiring  him  at  the 
same  time  to  become  thoroughly  familiar  with  the  kind  and 
character  of  the  stock  carried  in  the  store.  As  for  suggestions  to 
utilize  in  his  work,  I  would  furnish  him  with  a  copy  of  the 
Economist  and  require  him  to  consult  it  for  ideas. 

"  A  young  man  systematically  trained  in  this  manner,  pro- 
vided always  that  he  has  the  native  capacity  to  do  the  work  as 
it  should  be  done,  and  is  prolific  of  original  ideas,  would  soon 
prove  himself  invaluable  in  increasing  the  store's  business.     It 


292  Successful  Advertising 

should  be  early  apparent  whether  or  not  the  young  man  is  cut 
out  for  the  work.     If  he  isn't,  he  should  be  dropped  at  once." 

In  expressing-  his  opinion  why  so  many  ads  fail  of  their 
purpose,  Mr.  MacDonald  said  that  it  was  due  to  the  fact  that  the 
writers  went  off  at  half  cock,  not  having  devoted  sufficient  atten- 
tion to  the  proposition  before  them,  whereas,  if  they  gave  the 
subject  the  study  and  attention  it  deserved,  success,  instead  of 
failure,  would  result.  "That  explains  the  value,"  he  said  in 
conclusion,  "of  knowing  what  you  are  doing." — Dry  Goods* 
£conomisi,  July  23,  1898. 

The  Humors  of  Advertising. 

When  I  was  a  boy  I  used  to  work  in  a  country  newspaper 
office.  My  chief  duty  was  to  "write  up  the  mail,"  and  inci- 
dentally I  found  time  to  set  up  a  few  sticks  of  type  in  the  run 
of  a  week. 

As  the  forms  were  being  made  up  one  particular  week  our 
principal  advertiser  in  the  office — a  fussy  little  merchant — came 
rushing  in  the  office  and  wanted  to  know  if  we  could  not  squeeze 
in  the  locals  a  small  paragraph  referring  to  a  recent  acquisition 
to  his  stock — a  new  importation  of  American  boots,  shoes  and 
rubbers. 

I  took  the  paragraph  and  soon  set  it  in  cold  type,  and  with- 
out the  formality  of  a  proof-reading  it  was  soon  embedded  in  the 
waiting  forms.  The  hand  press  was  soon  in  operation  and  in 
the  course  of  the  day  the  edition  was  run  offi 

What  was  the  horror  and  consternation  of  the  proprietor, 
editor,  reporter,  business  manager  and  advertising  manager, 
merged  in  one  individual,  when  the  worthy  advertiser  came  in 
the  office  next  day  in  a  towering  rage  and  demanded  that  some- 
body be  hanged,  drawn  and  quartered  because  his  carefully 
drawn-up  paragraph  read  : 

"  Mr. begs  to  announce  that  he  has  just  received  a  new 

importation  of  American  boots,  shoes  and  rubbish."  An  inves- 
tigation followed  and  I  came  very  nearly  losing  the  very  impor- 
tant position  I  then  held. 

A  few  weeks  later  the  above-mentioned  editor-in-chief  was 
honored  by  a  visit   from    his   best   girl.     She  was   a    fanner's 


How  To  Accomplish  It.  293 

daughter — a  sweet,  unsophisticated  young  thing,  who  was  soon 
lost  in  wonderment  in  the  mysteries  of  a  newspaper  office.  Her 
Adonis  was  very  much  engaged  that  day,  it  being  the  day  of 
going  to  press,  but  with  nnich  grace  and  patience  he  began 
explaining  the  dictionary  of  "quads,"  "takes,"  "forms"  and 
other  terms  peculiar  to  the  business. 

"And,  George,  tell  me  what's  this?"  she  asked,  sweeping 
her  muff  across  three  columns  of  set  up  editorials.  The  type 
was  not  locked — been  simply  wet — and  it  was  swept  by  her 
muff  into  inextricable  confusion  over  the  cold  stone  and  the  floor. 

He  glanced  in  horror  at  the  catastrophe — for  it  meant  a 
delay  of  twenty-four  hours  in  getting  out  that  week's  paper, 
and  then  said  with  much  feeling  : 

"  That's  pi,  by  gad — pi  that  the  whole  office  force  and  the 
paper's  three  thousand  subscribers  will  have  to  eat  for  a  whole 
week." 

As  advertising  manager  for  a  certain  department  store  I 
used  to  be  occasionally  much  amused  at  the  breaks  of  the  head 
of  the  hat  department.  One  day  he  came  up  to  the  advertising 
sanctum  in  great  glee. 

"I  think  this  is  a  corking  good  heading  I've  written,"  he 
said.     "  Let  me  read  it  to  you  : 

"  '  Fathers  and  Mothers,  if  you  have  children,  prepare  to 
bring  them  around  to  our  great  sale  of  children's  hats  and  caps 
to-morrow.'  " 

He  was  asked  how  it  was  possible  for  readers  to  be  fathers 
or  mothers  without  having  children.     The  cigars  were  on  him. 

A  piece  of  advertising  copy  once  left  my  hands  with  this 
soul  stirring  caption : 

"A  Mine  of  Bargains." 

When  it  came  back  set  up  it  read  : 

"A  Mire  of  Bargains." 

A  furniture  heading  was  prepared  by  the  writer  with  this 
display  head : 

"Paltry  Prices." 

The  printer  made  it  read  : 

"  Paltry  Pieces." 


294 


Successful  Advertising 


Once  an   advertising  writer  in  a  great  hurry  attempted  to 
write  : 

'*  Here  are  High  Values  and  Low  Prices." 

What  he  did  actually  produce  was  : 

"Here  are  High  Prices  and  Low  Values." 

You   would  scarcely  believe  it,    but  the  cold  fact  stands 
behind  the  following  paragraph  : 


Alpine 

75 


Hats  These  Alpacja  Coats  are 
worth  $1.25,  but  we  offer 
them  for  75c.  In  this  lot  are 
some  black  Sateen  Goats- 
color  guaranteed.     All  sizes. 


Do  you  see  the  joke — or  the  double  joke  ?  Notice  how  the 
printer  calls  coats  "goats."  and  how  he  said  "Alpine  Hats" 
instead  of  alpaca  coats.  This  occurred  the  other  day  while  I 
was  working  on  a  New  York  department  store  ad. 

Most  of  the  errors  are  caught  by  the  advertising  man 
before  the  ads  go  to  press. 

A  friend  of  mine,  who  is  a  writer  on  a  New  York  daily, 
told  me  last  evening  in  a  rather  perturbed  state  of  mind,  how 
he  turned  in  a  piece  of  copy  relating  to  "  trust  magnates." 

"And  what  do  you  think?"  he  said.  "The  confounded 
printer  made  it  read  '  trust  maggots.'  " 

Some  of  the  errors  are  perfectly  absurd.  For  instance,  I 
saw  the  proof  of  a  ribbon  ad  the  other  day  that  said  a  yard  of 
ribbon  would  cost  $300.     Of  course  the  price  was  30c. 

Occasionally  a  mistake  gets  in  the  papers.  The  other  day 
I  saw  advertised  a  lot  of  Lamb's  Hair  hats  at  l5-00  each.  There 
are  no  such  things  as  Lamb's  Hair  hats,  but  there  are  plenty  of 
CamcTs  Hair  hats  at  $5.00  and  thereabouts,  and  I  am  certain 
the  advertiser  meant  Camel's  Hair  hats. 

"The  proper  measures  to  take,"  etc.,  etc.,  is  what  a  friend 
of  mine  wrote.     When  it  appeared  in  type  it  read,  "The  proper 


How  To  Accomplish  It.  295 

mec)^cine  to  take,"  etc.,  etc.  One  day  last  summer  I  saw  in  a 
nw«>ll  out  of  town  paper  au  ad,  the  headline  of  which  said  : 

"  Have  you  seen  our  hollar  shirts  ?" 

The  tale  of  these  shirts  went  on  to  say  that  they  were  very 
-^exceptional  shirts  for  a  dollar. 

I  remember  I  once  wrote  : 

*' After  an  exhaustive  study  of  the  markets,"  etc.  The 
printer  made  it  read  : 

"  After  an  exclusive  study  of  the  markets,''  etc. 

I  caught  it  in  the  proof,  corrected  it,  then  had  the  pleasure 
of  reading  in  the  paper  : 

"  After  an  exhasive  study  of  the  markets,"  etc. 

To  this  day  I  do  not  know  what  the  word  "exhasive" 
means.     Neither  does  the  printer,  for  I  asked  him. 

"  The  trust  maggots  "  mistake  reminds  me  of  an  error  that 
occurred  some  years  ago.  I  wrote  an  article  for  a  "high-class 
monthly,"  in  which  I  said  something  about  "the  local  mag- 
nate." I  could  scarce  believe  my  eyes  when  I  saw  it  read — in 
the  magazine,  too  ! — "  the  tall  gate." 

Errors  of  prices  are  very  common,  which  is  not  to  be  won- 
dered at  considering  the  pages  of  items  and  prices  which  depart- 
ment stores  are  constantly  putting  forth. 

I  remember  an  instance  when  the  advertisement  of  a  con- 
cern appeared  in  the  daily  papers  without  the  name  or  address 
of  the  concern.  This  was  done  through  some  neglect  in  the 
composing  room.  Yet  although  it  appeared  in  the  morning  in 
this  shape  there  was  quite  a  crowd  of  buyers  in  the  department 
thus  advertised.  Inquiry  among  the  shoppers  elicited  the  fact 
that  they  recognized  the  concern  by  the  style  of  set  up. 

Accidents  will  happen  not  only  in  the  best-regulated  families, 
but  also  in  the  best-regulated  advertising  departments  and  news- 
paper offices,  and  though  some  are  extremely  irritating,  yet 
some  are  mirth  provoking — viewed  from  the  standpoint  of  the 
man  who  does  the  laughing. 


296  Successful  Advertising 


Honesty  as  a  Factor  in  Advertising. 

Barnum  once  said  :  "The  public  likes  to  be  humbugged." 
I  question  vety  much  as  to  whether  that  absurd  humbugging  era 
ever  existed — if  it  did  it  has  been  relegated  with  a  lot  of  other 
things  to  the  dim  and  misty  past.  In  this  age  the  man  who 
humbugs  people  does  it  once — if  he  is  very  clever  he  may  be 
able  to  do  it  a  second  or  possibly  a  third  time — but  then  he  finds 
his  humbugging  race  is  run,  and  he  begins  to  wish  he  had  tried 
honest  methods,  and  given  a  full  dollar's  worth  for  every  dollar 
he  received.  I  went  around  the  ether  evening  to  Madison 
Square  Garden  to  see  Barnum's  Circus.  After  firing  a  quart  of 
peanuts  in  the  beautiful  mouth  of  the  hippopotamus  and  watch- 
ing the  camel  "get  a  hump"  on  himself  as  he  rose  in  his 
majesty  to  look  upon  the  crowds  about  him — after  gazing  upon 
the  zebra,  tapir,  lions  and  other  animate  affairs,  and  after  watch- 
ing Roman  chariot  races,  bareback  riders,  trapeze  performers, 
tumblers  and  clowns  for  a  good  two  and  a  half  hours,  I  departed 
with  the  rest  of  the  crowd  highly  satisfied  I  got  my  dollar's 
worth  of  entertainment  and  instruction  from  "  The  Greatest 
Show  on  Earth."  There  was  no  humbug  there,  and  when  Bar- 
num's show  opens  up  in  Madison  Square  Garden  next  year  I 
will  go  around  again  and  see  it  some  more.     Why  ? 

Because  I  was  satisfied  with  it.  Because  I  came  away  feel- 
ing that  I  received  my  dollar's  worth.  And  that  is  the  secret  of 
successful  retailing  nowadays — the  sending  away  people  from 
your  store  highly  satisfied  with  themselves  in  patronising  you. 
You  cannot  do  it  by  humbugging  methods.  Competition  is  too 
active  and  keen  nowadays  to  allow  a  man  to  give  otherwise 
than  honest  values.  Now  the  true  secret  of  successful  adver- 
tising, is  to  accurately  mirror  the  daily  or  weekly  happenings  in 
your  store.  It  is  simply  a  reflex  of  your  business  methods — a 
big  plate  glass  window  through  which  the  great  buying  public 
can  note  your  goods,  various  prices  and  business  methods.  And 
when  the  advertising  becomes  "highfalutin ''  or  exaggerated,  it 
is  a  magnifying  glass  that  multiplies  faults  which  visitors 
speedily  discover  to  your  after  regret. 


How  To  Accomplish  It.  297 

There  was  a  time,  we  all  know,  when  exaggerated  and  out- 
rageous advertising  was  the  order  of  the  day.  That  was  during 
the  dark  ages  of  advertising,  when  advertising  was  new  and 
people  had  not  become  fully  acquainted  with  it.  Then  it  was 
an  easy  matter  to  gull  people,  but  "a  burned  child  dreads  the 
fire;"  and  once  the  people  were  gulled  they  rather  looked  upon 
all  advertising  with  suspicion.  But  the  bright  advertisers  soon 
found  that  honest,  straightforward  advertising  won  customers' 
attention  and  retained  it,  and  by  persistently  being  honest  and 
straightforward  in  their  methods  and  advertising  they  built  up 
for  themselves  big  businesses.  And  to-day  the  list  of  honest 
advertisers  are  longer  than  ever  before — for  the  simple  reason 
that  it  is  best  business  policy  to  be  honest. 

The  advance  of  popular  knowledge  regarding  advertising 
has  quite  kept  pace  with  the  ability  of  the  advertiser  to  satisfy 
this  knowledge.  The  public  scent  the  lie  or  hyperbole  in  an  ad 
now  as  quick  as  they  look  at  the  print,  and  once  a  man  or  firm 
gets  a  reputation  for  gross  exaggeration  it  sticks  like  a  poor 
relation.  A  hundred  good,  honest  ads  cannot  wash  away  the 
mischief  done  by  a  lying  one.  Therefore,  be  careful  in  your 
newspaper  talk.  Write  and  edit  your  advertising  with  due 
regard  for  the  popular  demand  for  honesty,  candor  and  common 
sense. 

**  Profitable  Advertising"    Interview. 

Opinions  of  a  Well-known  Advertising  Man— Wliat  Jordan,  Marsh  & 
Co.'s.,  and  Bloomingdale  Brothers'  Former  Advertising  Manager 
Has  to  say  in  Relation  to  Advertising— Some  Pertinent  Pointers  for 
Advertisers. 

I  enjoyed  the  pleasure  and  profit  of  a  professional  interview 
with  J.  Angus  MacDonald  for  the  first  time  yesterday. 

While  on  Boston  papers  I  had  met  him  informally  many 
times,  but  never  under  circumstances  when  I  could  draw  him 
out  on  the  subject  of  our  profession  and  study — those  ideas  and 
methods  which  have  long  individualized  him  as  one  of  the 
strong  men — and  the  personality  with  its  cold,  cutting,  sledge- 
hammer force  and  logical  acumen,  which  have  in  a  few  short 
years  landed  him  in  the  front  rank  of  our  great  and  important 
profession. 


298  Successful  Advertising 

When  I  told  Mr.  MacDonald  that  I  would  like  an  interview 
for  Profitable  Advertisings  he  modestly  retreated  and  pleaded 
pressure  of  business,  but  after  j^ersistent  urging  he  most  courte- 
ously invited  me  to  his  sanctum  in  the  great  Lexington  Build- 
ing, and  there  in  his  unique  den,  piled  high  with  papers  and 
books,  the  desk  scarcely  recognizable  as  such  from  almost  total 
burial  in  a  white  mass  of  papers,  letters,  advertising  and  other 
accoutrements  of  a  very  busy  man's  business  retreat,  I  elicited 
the  following  answers  to  my  brief  queries,  which  I  now  append 
minus  all  verbiage  and  cigar  smoke  with  which  the  interview 
was  liberally  punctuated  : 

"What,  in  your  estimation,  Mr.  MacDonald,  is  the  first 
requisite  of  an  advertising  man?  " 

"The  advertising  sense.  It  is  indefinable.  Very  few  pos- 
sess it.  The  good  reporter  possesses  the  nose  for  news.  He 
cannot  quite  lay  his  hand  on  that  quality,  although  it  is  his  first 
necessity.  It  shows  itself  in  his  work.  The  good  advertising 
man  may  appear  like  every  other  man — usually  he  appears  very 
ordinary — but  his  peculiar  ability  and  adaptability  shows  itself 
in  his  work.  You  can  tell  a  good  ad  when  you  see  it,  yet  when 
most  people  start  to  prepare  an  ad  they  fail  to  give  it  that  incis- 
iveness,  character  and  virility  which  it  should  possess.  The 
advertising  man  who  knows  his  business  knows  how  to  do  this. 
It  is  an  inborn  talent,  and  he  scarcely  knows  how  to  explain  the 
methods  and  style  which  he  puts  to  his  work." 

"  It  is  not  literary  work  ?  ' ' 

"  Not  by  a  long  shot.  It  is  beyond  literary  work,  because 
it  is  more  valuable  from  a  commercial  point  of  view.  The 
literary  man  would  need  a  column  in  which  to  tell  his  story. 
The  advertising  writer  can  compress  it  into  one-half  that  space  " 

"What  beyond  this  advertising  seuse  should  the  advertising 
man  possess?  " 

"  The  commercial  instinct  which  enables  him  to  rightly 
determine  the  value  of  mediums  and  his  employer's  money.  A 
knowledge  of  printing — the  use  of  types.  He  should  also 
have  the  artistic  sense  highly  developed,  so  as  to  get  the  best 
work  from  artists  by  appreciating  and  being  in  sympathy  wuth 
their  work.     He  ought  to  be  something  of  an  architect,  so  as  to 


How  To  Accomplish  It.  299 

plan  and  arrange  systematical  and  striking  ads  ;  he  ought  to 
have  a  well-trained  niind  in  this  respect.  He  must  be  a  thinker 
and  a  student  of  people  and  affairs.  He  must  have  a  head  teem- 
ing with  original  ideas,  and  of  course  be  able  to  express  his 
ideas  in  the  most  fitting  language." 

"  What  are  the  most  important  features  of  an  ad?" 

"Ideas,  words  and  arrangement.  Ideas  come  first;  they 
should  be  rightly  expressed,  the  whole  should  be  properly 
arranged  with  type  and  illustration." 

"What  city  does  the  best  general  advertising,  in  your 
estimation  ?  " 

"Chicago." 

"Why?" 

"There  are  several  reasons.  The  first  is,  the  writer  has  a 
more  free,  unconventional  scope  to  his  pen.  He  is  not  limited 
by  tradition  as  he  is  in  most  Eastern  cities.  Then,  again,  the 
presswork  and  printing  of  the  Chicago  papers  are  beautiful,  and 
the  illustrations  very  artistic." 

"  How  is  New  York  general  advertising?" 

"  It  has  improved  very  much  within  the  last  two  or  three 
years.  The  advent  of  John  Wanamaker,  and  Siegel,  Cooper  Co. 
has  helped  on  this.  There  is  one  branch  of  New  York  adver- 
tising that  is  exceptionally  good,  which  is  clothing  advertising." 

"And  Boston  advertising?  " 

"  Being  an  old  Boston  advertising  man  myself  and  knowing 
all  the  advertising  boys  down  there  so  well,  I  do  not  feel  like 
posing  as  a  judge  on  their  work.  In  the  main  it  is  very  good. 
Jordan,  Marsh  &  Co.,  Shepard,  Norwell  &  Co.,  Houston  & 
Henderson,  and  Filene's  represent  good  advertising  in  general 
retail  lines." 

"  And  in  specific  retail  lines  ?  " 

"  In  furniture  we  all  consider  that  the  ads  of  the  Paine 
Furniture  Co.  are  the  best  anywhere." 

"  How  is  general  advertising  throughout  the  country?" 

*'I  have  never  known  it  at  a  higher  plane  of  excellence 
than  it  is  to-day.  Of  course  this  is  due  in  a  very  great  measure 
to  the  teachings  of  Profitable  Advertisings  Brains^  Printers* 
Ink^  Fame^  and  the  other  advertising  journals,  as  well  as  to  the 
writings  of  leading  pdvertising  men." 


800  Successful  Advertising 

"  Will  this  advertising  knowledge  continue?  '* 

"  Most  assuredly.  It  is  a  good  thing  all  around — for  the 
merchants,  the  advertising  writers,  the  papers,  the  artists  and 
the  whole  army  who  deal  in  publicity  in  any  form.  It  indicates 
an  appreciation  of  public  taste.  The  public  now  keenly  dis- 
criminates in  advertising.  Years  ago  the  ordinary  slip-shod, 
conventional  ad  was  enough.  To-day  only  the  carefully  pre- 
pared ad,  which  represents  thought,  character,  point  and  intel- 
ligence is  read." 

"  Is  the  advertising  expert  in  demand?" 

"I  should  say  so.  He  is  to-day  considered  more  than  ever 
in  the  commercial  world.  That  is  only  logical.  If  he  knows 
his  business  he  is  of  great  assistance  to  every  advertiser — big 
and  little — who  wishes  to  make  his  advertising  dollars  go 
farthest.  It  is  a  simple  business  proposition.  The  lawyer  helps 
his  clients  on  some  knotty  law  point;  the  doctor  helps  his 
patients  through  their  illness;  the  advertising  'expert'  helps 
his  clients— but  I  don't  like  the  word  'expert'  though— helps 
them  through  their  advertising." 

"Don't  you  like  the  word  '  expert '  ?  I  notice  you  avoid  it 
on  your  stationery  and  advertising." 

"The  word  is  all  right,  but  it  has  been  misused.  It  has 
been  prostituted  like  the  word  '  bargain.'  I  call  myself  the 
'Practical  Advertising  Man'  because  I  consider  a  practical 
knowledge  of  a  subject  essential  to  a  mastery  of  it,  and  I  flatter 
myself  I  have  been  so  steeped  in  advertising  knowledge  that  I 
have  a  practical  knowledge  of  all  its  phases.  Speaking  about 
'experts,'  to  return  to  the  subject  of  a  moment  ago,  here  is  a 
practical  demonstration  of  their  demand." 

Mr.  MacDonald  pointed  to  a  mail  of  about  twenty-five  let- 
ters which  were  just  then  brought  in  by  the  carrier,  and  then 
to  another  stack  of  opened  letters  a  foot  high  on  his  desk.  On 
a  rack  back  of  his  chair  were  files  of  various  publications  from 
all  parts  of  the  country. 

Mr.  MacDonald  started  in  opening  his  mail,  and  kept  up  a 
running  fire  of  comment  all  the  time. 

"Advertising  should  be  thoroughly  studied.  It  is  a  hard, 
serious,  exhausting  study.     Each  case  should  receive  individual 


How  To  Accomplish  It.  301 

attention.  The  conditions  surrounding  each  case  should  be 
carefully  considered.  Cold,  hard  sense,  facts  and  logic  should 
be  brought  into  play.  An  advertising  man  should  be  a  good 
business  man.  He  should  be  more  than  the  average  business 
man,  because  he  should  have  some  literary  talent  and  a  bold, 
original  mind.  He  must  be  fertile  in  ideas.  He  must  be  a 
deviser,  an  organizer,  a  writer.  He  must  be  a  close  student  of 
humanity.  He  must  be  able  to  analyze  the  motives  of  people 
who  buy  so  as  to  play  upon  these  motives.  Clearness  in  express- 
ing ideas  should  be  studied.  Typographical  effects  should  be 
mastered.  The  knowledge  of  words,  of  types,  of  illustrations, 
and  of  mediums  should  be  at  his  control.  Economy  in  space 
should  be  understood.  It  is  a  comparatively  new  field  of 
endeavor — this  advertising  business  is — but  it  is  a  very  complex 
field  to  enter.  It  is  easy  when  you  know  how.  Till  then  it  is 
brain  racking.  The  acquirement  of  details  is  a  matter  of 
patience  and  persistence.  Both  patience  and  persistence  are 
cardinal  virtues  in  this  business." 

Robert  Freeman  Hunter, 
In  Profitable  Advertisings  June,  1897. 

Foreign  Advertising — A  Little  About  It. 

There's  one  thing  certain  ! 

Foreign  advertising  must  take  its  hat  off  to  American 
advertising. 

Foreign  advertising  generally  is  very  poor.  English  adver- 
tising is  the  best  in  foreign  advertising,  but  English  advertising 
is  not  a  circumstance  to  our  own  American  advertising. 

English  advertisers  seem  to  lack  typographical  taste,  as 
well  as  clear  expression  and  logic  in  presenting  arguments. 

I  was  looking  over  the  Paris  edition  of  the  New  York 
Herald  the  other  day,  and  could  not  but  help  comparing  its  ad- 
vertising columns  with  the  advertising  columns  of  this  city's 
issue.  In  the  New  York  Herald  you  see  literary  and  artistic 
merit,  representing  every  shade  of  ingenious  effort — pages  of  it. 
In  the  Paris  edition  you  will  find  but  a  small  showing  of  adver- 


302  Successful  Advertising 

tising,  and  that  principally  composed  of  stilted  aud  conveuLioual 
cards  of  business  houses,  hotels,  etc.  Same  way  with  the  adver- 
tising columns  of  such  continental  leading  publications  as  The 
FUegende  BltBtter  (the  best  comic  weekly  in  existence)  published 
in  Germany.  Look  through  the  Russian  and  far  Eastern  papers 
and  you  will  find  this  dearth  of  advertising  activity. 

Why  ?  Goodness  knows  !  In  the  editorial  and  news  col- 
umns you  will  find  polished  diction,  deep  thought,  philosophy, 
wit,  pathos,  art,  poetry,  and  every  other  intellectual  output 
represented,  but  all  this  stops  short  at  the  advertising  columns. 

It  is  not  that  business  competition  does  not  exist  in  foreign 
lands  as  it  does  in  America.  It  is  not  that  there  is  a  lack  of  good 
writers,  artists,  and  business  men  to  produce  good  advertising. 
It  must  be  that  the  value  of  good  advertising  is  not  instilled  into 
foreign  minds  as  it  is  in  domestic  mentalities.  It  is  my  belief 
that  the  recent  improvement  in  English  advertising  has  been 
due  in  a  large  measure  to  the  circulation  in  that  country  of 
American  advertising  ideas. 

Porto  Rico  is  claiming  a  good  share  of  newspaper  space 
these  days,  and  although  Porto  Rico  is  at  present  under  the 
American  flag  still  that  country's  advertising  is  set  in  a  con- 
glomeration of  types  of  different  sizes  and  styles.  No  arguments 
are  used  to  lure  people  into  the  stores,  and  all  lines  of  goods 
are  named  together.  Oil  stoves,  women's  wrappers,  watches, 
lady's  skirts,  etc.,  are  spoken  of  in  one  breath.  There  promises 
to  be  a  large  aud  growing  future  in  Porto  Rico  for  the  advertis- 
ing writer. 

A  friend  of  mine  in  Manila  sends  me  occasionally  copies  of 
its  daily  paper,  and  there  is  no  evidence  in  its  columns  that  the 
writer  of  publicity  is  making  himself  felt  to  any  alarming  degree. 

And  once  in  awhile  a  client  of  mine  in  the  city  of  Mexico 
sends  me  a  copy  of  a  Mexican  paper.  Talk  about  paper  and 
press  work,  let  alone  the  thought  and  concrete  work  shown  by 
the  ads  ! 

Why,  sir,  it  is 

Ah  !  here  is  where  my  pen  fails  me. 

Give  me  the  American  papers  every  time.  Their  news, 
editorial  and  advertising  columns  represent  enterprise,  ability, 


How  To  Accomplish  It  303 

push,  progress,  outlay  of  time,  energy,  brains  and  money — in 
short  every  conception  the  human  brain  is  capable  of  conceiving 
and  every  work  ingenious  hands  can  produce. 


Real  Estate  Advertising. 

The  author  had  the  right  idea  about  real  estate  advertising 
when  he  penned  the  following  advertisement.  It  lacks,  how- 
ever, that  great  essential  :  Price. 


Real  Estate  is  the  Basis  of  Wealth. 

Savings  lead  to  wealth  ! 
Good  investments  bring  riches ! 
Prosperity  fosters  contentment ! 
Own  your  own  home  and  be  happy ! 

Be  wise  and  buy  Chelsea  lots  while  prices  are  low  and  terms 
easy.  Do  not  be  afraid  to  go  into  debt  for  a  good  thing.  Clear 
titles.     Deferred  payments  on  Chelsea  lots  will  make  you  sad. 

Come  and  see  this  ideal  suburb  with  its  unusually  wide 
avenues  and  fine  modern  residences.  It  possesses  all  the  advan- 
tages, such  as  churches,  schools,  social  advantages,  electric  lights, 
water  mains,  sewers,  etc.  It  is  a  fifteen  minute  ride  on  a  North 
End  trolley  car. 


To  speak  of  the  accessibility  and  advantages,  as  well  as  the 
price  of  a  piece  of  property,  is  the  proper  thing  for  the  real 
estate  advertisement  to  do.  Thousands  upon  thousands  of 
families  pay  rent  year  after  year  without  a  thought  as  to  the 
foolishness  of  that  method,  compared  with  buying  real  estate 
on  the  instalment  plan  or  joining  a  building  and  loan  associa- 
tion with  a  view  to  the  future  possession  of  one's  own  home. 
Every  head  of  a  family  should  well  consider  this  point,  and 
every  rightly  constituted  head  of  a  family  would,   were    his 


304  Successful  Advertising 

attention  only  attracted  to  it  by  a  short,  sensible  argument.  We 
are  all  creatures  of  habit — all  influenced  by  environments — all 
walking  the  dreary  tread-mill  of  routine  until  some  sharp,  sud- 
den circumstance  or  friendly  hint  puts  us  on  an  easier — or 
rougher — road.  Advertising  real  estate  is  susceptible  to  so 
many  strong  selling  arguments  that  when  properly  gotten  up  it 
should  be  extremely  interesting  to  the  ambitious  solid  readers 
of  any  newspaper. 

"When  considerably  younger  than  the  present  writing  shows 
me  to  be,  I  wandered  out  in  the  Pacific  Northwest.  I  bought — 
on  the  instalment  plan — a  couple  of  lots  in  a  small  boom  town, 
but  which,  according  to  the  newspaper  advertisements,  had  the 
future  possibilities  of  a  Chicago,  San  Francisco  and  Tacoma 
rolled  in  one.  This  boom  town  had  a  weekly  paper  and  an 
imposing  array  of  streets,  avenues,  projected  street  car  lines, 
steam  railroad  facilities,  etc.  (on  paper).  Its  weekly  paper  was 
an  assured  fact,  for  had  I  not  read  and  re-read  several  copies  of 
the  sheet,  which — according  to  present  memory — seemed  to 
contain  nothing  but  interviews  from  eminent  men  who  were 
going  to  locate  there,  promises  from  transportation  magnates  as 
to  what  they  were  going  to  do  and  a  lot  of  glittering  general- 
ties,  exceedingly  gratif}'ing  to  investors  who  wished  five  hun- 
dred per  cent,  profit  on  their  land  investments. 

This  weekly  paper  was  a  great  comfort  to  me.  I  had  paid 
up  about  seventy-five  per  cent,  of  my  payments  when  I  had 
occasion  to  visit  a  nearby  city.  While  on  this  visit  the  steamer 
passed  the  town  wherein  my  lots  were  located.  It  ran  near 
enough  to  enable  me  to  see  that  the  town  consisted  of  a  wharf, 
a  couple  of  small  buildings  that  looked  like  outhouses  and  the 
forest  primeval  !  I  was  shocked.  The  purser  noticing  my 
chagrin,  and  spotting  me  for  a  tenderfoot,  laughed  a  most  sar- 
castic laugh  and  made  a  remark  befitting  it. 

"  Well,  where  do  they  print  their  weekly  paper  ?  "  I  asked. 

"  In  the  city  you  are  going  to  visit,"  he  replied. 

I  paid  no  more  money  on  that  property,  and  I  do  not  think 
any  other  investor  did  after  he  saw  with  his  own  eyes  the  town 
and  its  possibilities.  Although  put  to  base  uses,  the  advertis- 
ing that  so  impressed  me  was  a  good  illustration  of  the  power 


How  To  Accomplish  It. 


305 


of  printer's  ink.  At  that  time  hnndreds  upon  hundreds  of  lots 
were  sold  to  Eastern  investors  who  never  saw  their  property, 
but  who  were  influenced  by  the  advertising. 

Later  I  sold  lots  on  my  own  hook  in  an  all-right  Western 
town  after  this  style  : — 

Space  was  taken  in  the  local  papers  announcing  a  grand 
free  excursion  on  Sunday  to  a  barbecue  at  beautiful  Bright- 
onside,  which  was  going  to  be  the  most  popular  suburb, 
which  was  convenient  to  trolley  cars  and  steam  trains,  and 
which  was  selling  swiftly  at  ^175  per  lot — $$  down  and  ^5 
per  month.     Bach  lot  contained  25  x  100  feet. 

These  events  took  place  on  Saturday  afternoons  as  well  as 
holidays,  and  were  extremely  popular  with  the  working  people. 
I  remember  how  one  afternoon  I  personally  sold  fifteen  lots.  The 
barbecue  and  free  excursion  were  wonderful  assistants  in  pro- 
ducing the  right  impressions  upon  the  would-be  purchasers. 

Here  is  a  good  way  to  advertise  a  farm.  It  is  to  the  point, 
yet  complete  with  every  detail,  including  price  : 


For   Sale— Half  Section— choice  first- 

class  stock  and  coarse  grain  farm,  one  hundred  and  sixty  acres 
under  cultivation,  sixty  acres  fenced  for  pasture,  frame  dwelling 
house,  stables,  granaries,  and  two  good  wells,  within  two  and  a 
half  miles  of  railway  station.  Clear  title.  Price,  ten  dollars 
per  acre.  Half  cash,  balance  on  time  if  required.  Liberal  dis- 
count for  all  cash.     John  Johnston. 


The  wise  real  estate  buyer  has  learned  (probably  through 
bitter  experience)  the  importance  of  sound  title.  Do  not  forget 
in  your  real  estate  advertising  to  state  the  fact  that  the  title  is 
clear  and  sound. 


306  Successful  Advertising 


Advertising  Action. 

This  caption  is  all  right  at  the  first  glance — yet  not  all  right 
at  the  second  look.  Advertising  action  is  intended  to  mean  ac- 
tion in  advertising,  not  advertising  action  vs.  advertising  some 
form  of  activity  such  as  bicycles,  automobiles,  surreys,  etc. 

But  if  the  caption  is  not  altogether  all  right,  the  preceding 
paragraph  is,  as  it  illustrates  what  this  article  wishes  to  em- 
phasize : 

Action  in  every  form  of  advertising. 

You  will  notice  a  thread  running  through  the  first  paragraph 
from  "this"  to  "  etc."  So  should  it  be  in  every  advertisement. 
Some  advertisements  are  lifeless.  They  are  as  animated  as  a 
kid  glove  on  a  wooden  hand.  As  a  rule  they  fail  to  arouse  atten- 
tion. Even  should  they  secure  attention  they  fail  to  hold  it,  as 
they  lack  the  logic,  grace,  wit,  philosophj',  style  or  character 
contained  by  the  advertisement  that  arrests  and  holds  attention. 

Various  great  authorities — and  they  seem  to  be  a  unit  on 
this  point — say  that  an  advertisement  should  say  something 
about  the  goods  and  say  something  about  the  price. 

True.  But  did  you  ever  know  a  successful  drummer  who 
simply  said  to  his  prospective  purchaser  :  "Here  are  spring  busi- 
ness suits  at  $7.50  apiece" — that  and  nothing  more? 

Not  on  your  life  !  The  successful  drummer  selling  suits,  or 
any  old  thing,  knows  a  joke  or  two,  an  argument  or  two,  a  res- 
taurant or  two,  a  theatre  or  two,  and  a  whole  lot  of  other  things 
that  put  the  p  p.  in  a  pleasant  buying  mood.  It's  a  poor  drum- 
mer that  does  not  know  how  to  weaken  the  barrier  of  reserve 
that  every  business  man  throws  about  himself  at  times,  espe- 
cially when  the  genial  knights  of  the  grip  come  around. 

Back  of  all  the  cold  business  rules  ever  conceived  is  the 
great  wall  of  human  feeling.  The  advertiser  must  take  this  in 
consideration  with  every  advertisement  he  writes.  Action,  go, 
spirit,  dash,  life — call  it  whatever  name  you  will — must  be  in  the 
advertisement  penned  to  catch  dollars.  It  is  the  quality  to  which 
human  nature  always  responds.     What  made  the  most  successful 


How  To  Accomplish  It.  307 

novels  ?  Action  !  If  you  do  not  think  so,  read  Dumas,  Scott, 
Dickens,  Kipling  and  other  great  masters. 

What  makes  the  most  successful  newspaper  "stories?" 
Action  !  Which  form  of  poetry  to-day  seems  to  be  most  popular  ? 
Ballads  !  And  what  do  you  find  in  ballads  ?  Action — plenty 
of  it! 

What  quality  is  most  demanded  of  young  men  to-day  in 
business  ?     Action  !     If  a  young  man  has  no  go  he  soon  goes. 

Advertising  is  a  reflex  of  the  business  world — the  business 
world  is  full  of  action — it  is  a  warfare  for  dollars  and  cents,  and 
advertising,  to  accurately  mirror  business,  should  have  plenty  of 
action  about  it. 

Action  harmonizes  with  quick  reasoning.  A  paragraph  full 
of  logic  is  full  of  action  ;  for  the  strength  of  the  logic  is  a  cable 
that  grips  the  mind  at  the  first  word  to  carry  it  along  to  the  final. 

Good  illustrated  advertising  illustrates  action.  Look  at  the 
illustrations  in  the  advertising  of  Pears'  Soap,  Ivory  Soap,  Sa- 
polio,  Ayer's  or  Hood's  Sarsaparilla,  etc.,  and  you  will  notice  go 
in  every  picture. 

It  is  hard  to  swing  action  in  an  advertisement  unless  the 
writer  is  familiar  with,  and  enthused  over,  his  subject.  It 
means  work — plenty  work  ! 

Yet  the  reader  demands  action,  and  the  advertiser  should 
supply  it. 

Street  Car  Advertising, 

Street-car  advertising  is  good  advertising.  It  reaches  the 
people — it  makes  an  impression,  whether  the  impressee  is  in  the 
receptive  state  or  not.  Instinctively  the  eye  follows  the  rack  of 
advertising  signs,  and  the  brilliant,  bold,  clever  and  even 
aesthetic  card  will  have  an  opportunity  of  getting  in  its  work. 

The  first  three  adjectives  qualifying  "  card"  in  the  preced- 
ing sentence  are  the  adjectives  for  the  street-car  advertiser  to 
keep  well  in  mind.  If  the  card  is  brilliant,  like  Siegel-Cooper 
Company's  candlestick  holiday  card  ;  if  bold  like  Hearn's  card, 
or  clever  like  Sapolio's  card,  the  attention  is  enchained.  But 
the  aesthetic  card  is  unbusiness-like.  There  must  be  some  force 
about  a  street-car  card.     Force  and  sestheticism  do  not  well  jibe. 


808  Successful  Advertising 

Street-car  advertising,  I  imagine,  is  more  valuable  for  soaps, 
patent  medicines  and  proprietory  articles  generally  than  for 
retail  lines  of  business,  yet  I  have  no  doubt  that  were  a  depart- 
ment store,  a  furniture  house,  a  clothing  concern  or  almost  any 
line  of  retaildom  to  begin  a  systematic  method  of  street-car 
advertising  it  would  pay  handsomely.  I  remember  that  while 
advertising  manager  for  a  department  store  outside  of  this  city, 
I  conceived  a  very  elaborate  method  of  street-car  advertising 
after  this  order  : — 

Have  the  cards  changed  daily.  On  Sunday  have  a  card 
with  a  general  announcement  of  the  Monday  bargains  ;  on  Mon- 
day show  a  card  telling  of  the  dress  goods  values  that  day 
offered  ;  on  Tuesday  a  few  display  lines  on  the  sale  of  furniture; 
on  Wednesday  talk  about  the  shoe  selling ;  on  Thursday  about 
the  cloak  chances  and  so  on — a  fresh  card  ever>'  day.  All  this 
was  to  supplement  the  newspaper  advertising.  I  remember  that 
the  late  Mr.  Carleton,  of  the  then  firm  of  Carleton  &  Kissam, 
and  the  writer  fussed  about  the  matter  some  time,  but  the  plan 
in  its  completeness  was  killed  by  higher  authorities  when  it  left 
my  office. 

Yet  I  still  think  the  plan  a  good  one.  Newspaper  advertis- 
ing is  the  best  retail  advertising,  but  even  the  best  advertising 
can  be  made  more  effective  with  the  aid  of  the  next  best. 

I  have  traveled  all  over  this  continent,  and  it  has  often 
struck  me  that  were  I  a  national  street-car  advertiser  I  would 
have  different  cards,  suitable  to  the  view  points  of  different 
localities.  The  card  that  would  appeal  to  the  cultured  Boston- 
ian  would  be  lost  on  the  rough  and  ready  miner,  cattleman, 
prospector  or  business  man  of  Butte.  Practically  the  same  dis- 
tinction can  be  made  between  Salt  Lake  and  New  York,  or  San 
Antonio  and  Detroit,  and  so  on. 

Were  I  a  manufacturer  of  umbrellas  or  waterproofs  I  would 
seriously  consider  the  advisability  of  advertising  in  the  street 
cars  of  Portland,  Ore.,  where  it  rains  so  much  that  the  old  set- 
tlers are  termed  *'  webfooted."  Had  I  a  cod  liver  oil  or  a  cure 
for  consumption  I  know  it  would  be  a  good  idea  to  advertise  in 
the  street  cars  of  Denver  and  Colorado  Springs,  where  consump- 
tives are    so    numerous   as    to  impress   every   visitor.       Smith 


How  To  Accomplish  It.  309 

&  Wesson  could  advertise  their  six  and  seven  shooters  with 
advantage  in  the  streetcars  of  Butte,  Helena,  Spokane,  Tacoma, 
Seattle  and  Port  Townsend,  as  from  these  towns  parties  are 
being  constantly  formed  to  go  to  unfrequented  mining,  lumber- 
ing and  gaming  regions. 

The  man  who  does  street-car  advertising  must  depend  a 
lot  upon  the  literary  and  artistic  ability  of  him  who  prepares  the 
cards. 

Brevity  is  at  a  premium  in  street-car  advertising.  The 
advertiser  who  overloads  his  card  with  too  much  talk  or  too 
many  "  art  ideas"  makes  a  mistake.  The  street-car  card  accom- 
plishes its  mission  when  it  can  be  seen  at  a  glance  and  its  full 
purport  understood  inside  of  thirty  seconds. 

Jingles  are  exceptionally  valuable. 

Short  proverbs  are  also  good. 

Bold,  clear  and  easily  read  type  is  the  type  to  give  expres- 
sion to  street-car  advertising. 

Outdoor  Advertising. 

A  large  world  can  be  covered — the  great  outdoor  world — 
by  three  sheet,  six  sheet,  nine  sheet,  and  other  size  posters,  as 
well  as  "snipe"  sheets,  lithograph  and  ordinary  printed  sheets, 
tin  signs,  wooden  signs,  and  signs  of  every  size  and  sort. 

To  the  general  advertiser  outdoor  advertising  is  particu- 
larly worthy  of  consideration.  It  will  prove  a  great  aid  to  maga- 
zine and  newspaper  advertising. 

To  the  retail  advertiser  outdoor  advertising  plays  a  dis-^ 
tinctively  second  part  to  newspaper  advertising.  Newspaper 
advertising  gets  right  next  to  the  heart  of  the  retailer,  for  it  gets 
right  next  his  business  by  giving  prompt  and  traceable  returns. 
Not  so  with  outdoor  advertising. 

Circumstances  have  much  to  do  with  cases.  The  retailer 
so  located  in  a  section  of  his  town  or  city  that  he  does  not 
receive  the  full  benefit  of  local  newspaper  advertising  should 
deeply  ponder  over  the  advisability  of  doing  some  outdoor  ad- 
vertising in  his  vicinity. 

When  the  retailer  (or  any  other  advertiser  for  that  matter) 


310  Successful  Advertising 

starts  to  buy  some  outdoor  advertising  space,  he  will  find  that 
what  he  is  asked  to  pay  is  by  no  means  what  he  is  obliged  to 
pay.  Prices  fluctuate.  I  remember  how  I  once  secured  a  year's 
rental  on  the  side  of  a  house  for  a  five  dollar  bill  when  I  was 
asked  fifty  dollars.  There  are  no  fixed  charges  for  such  spaces. 
If  the  advertiser  is  a  good  business  man  he  will  get  the  space  at 
a  reasonable  figure,  if  he  is  not,  he  stands  an  excellant  chance 
of  paying  an  exorbitant  price. 

In  large  cities  these  spaces  are  controlled  by  agencies,  con- 
sequently there  are  fixed  charges,  but  in  small  towns  and  rural 
districts  the  question  of  price  frequently  resolves  itself  as  to 
whether  the  advertiser  or  owner  of  the  property  first  yields. 

Having  settled  upon  the  question  of  price,  the  next  point 
is  to  get  a  painter  or  billposter  with  suitable  paper,  and  here 
the  eternal  question  of  price  again  shows  its  head. 

If  the  advertiser  is  a  merchant  in  a  small  town,  he  will  find 
that  the  best  plan  is  to  get  some  ready  made  posters  from  one  of 
the  large  poster  concerns  in  New  York,  Chicago,  Boston,  Cin- 
cinnati or  Cleveland.  At  a  small  cost  his  name  will  be  printed 
on  a  lot  of  twenty-five,  fifty,  a  hundred  or  five  hundred,  and  pre- 
sently the  good  citizens  of  his  town  will  learn  that  "John  Smith 
is  Showing  New  Styles  in  Hats." 

If  the  advertiser  is  a  merchant  in  a  large  city  he  will  find 
that  it  pays  to  have  a  special  poster  design  drawn  to  his  order. 
After  which  a  lithograph  and  printing  establishment  will  print 
him  as  many  as  he  wants,  and  the  local  billposting  firm  will 
post  his  spaces — all  at  a  reasonable  rate,  too. 

The  general  advertiser  goes  at  the  matter  in  a  wholesale 
way.  He  usually  has  a  design  drawn  by  a  well-known  artist — 
has  several  thousand  or  several  hundred  thousand  struck  off, 
then  he  makes  arrangements  with  a  national  billposter  to  cover 
certain  sections  of  the  country.  This  is  usually  done  in  con- 
junction with  newspaper  and  magazine  advertising  to  popularize 
his  goods  and  assist  dealers  in  making  sales. 

Paper  signs  are  supposed  to  last  a  week,  or  two  weeks,  or 
perhaps  a  month — according  to  the  demands  on  the  spaces  they 
occupy.  This  is  an  important  feature  of  the  contract,  and  the 
advertiser  usually  investigates  this  point  himself. 


How  To  Accomplish  It.  311 

Painted  signs,  as  a  rule,  have  no  such  contract,  for  the 
original  painted  sign  is  supposed  to  last  for  years. 

It  is  a  pretty  well  accepted  proposition  among  advertisers 
to-day  that  all  outdoor  advertising  is  but  an  aid  to  advertising 
with  printer's  ink.     That  it  is  a  good  aid  is  self  evident. 

Advertising  Does  Not  Increase  the  Cost  of  Goods 
to  the  Consumer. 

In  answer  to  the  question  from  The  Dry  Goods  Chronicle^ 
as  to  whether  or  not  advertising  increases  the  cost  of  goods  to 
the  consumer,  I  said  : — 

If  by  this  question  you  mean  the  simple  proposition  whether 
the  expense  of  advertising  an  article  increases  its  cost  to  the 
consumer,  I  answer  in  the  affirmative. 

If  you  ask  the  more  involved  question  : — "  Has  modern 
publicity  in  the  aggregate  the  tendency  to  increase  the  aggre- 
gate cost  of  advertised  articles  ?  "  I  answer  in  the  negative. 

L/Ook  at  the  first  proposition.  Be  it  a  soap,  perfume,  dress- 
shield,  dictionary  or  what  not,  in  computing  the  percentage  of 
profit,  the  cost  of  manufacture,  storage,  with  the  selling  and 
advertising  expense  must  be  taken  into  nice  consideration. 
Having  arrived  at  an  estimate  as  to  the  entire  cost  of  produc- 
tion and  handling,  the  seller  insists  upon  a  profit  of  ten,  twenty 
or  thirty  per  cent.,  as  the  case  may  be.  The  one  to  pay  for  this 
profit  as  well  as  the  cost  of  production,  storage,  with  the  selling 
and  advertising  expenses,  is  the  consumer. 

The  second  proposition  is  quite  another  matter.  The  mass 
of  advertising  to-day  represents  a  force  that  accentuates  every 
law  of  competition.  The  publicity  of  prices  forces  prices  to 
stand  on  their  own  selling  merits,  and  when  smaller  prices  are 
advertised  on  the  same  line  of  goods,  all  selling  force  is  taken 
out  of  higher  figures. 

There  is  scarcely  a  line  of  production  not  advertised  by  two 
or  more  competing  concerns.  Ivook  in  the  magazines  and  you 
will  find  cigars,  furniture,  clothing,  shoes,  etc.,  advertised  by 
rival  houses.  Is  there  a  woman  in  New  York  to-day  who  will 
say  that  Wanamaker's,  Adams',  or  Macy's  advertised  offerings 


312  Successful  Advertising 

are  dearer  by  reason  of  advertising?  Money  can  travel  farther 
to-day  than  ever.  Retail  houses  cut  each  other's  prices  on 
advertised  articles.  Goods  advertised  are  the  cheapest.  The 
cost  of  advertising  leaders  is  borne  by  the  main  establishment, 
and  from  my  experience  and  observation,  I  would  say  that  the 
benefits  to  the  purchaser  in  purse  and  convenience  far  outweigh 
the  cost  of  advertising. 

The  second  proposition  swallows  up  the  first.  The  inevita- 
ble conclusion  is  that  advertising  does  not  increase  the  cost  of 
goods  to  the  consumer. 

Referring  to  the  above,  I  would  like  to  say  that  in  the 
course  of  a  lecture  on  advertising,  delivered  by  me  before  the 
Prospect  Union,  Cambridge,  Mass.,  I  touched  upon  the  same 
subject,  and  at  the  conclusion  of  my  talk,  I  was  struck  with  the 
interest  with  which  the  Harvard  College  contingent  and  Cam- 
bridge and  Boston  business  men  present  discussed  this  very  point. 

It  is  an  interesting  point  in  economics  for  Harvard  young 
men  or  any  other  young  men  to  consider.  But  advertising  has 
come  to  stay. 

The  Unreached  Masses. 

One  evening  recently  while  walking  down  Washington 
Street,  Boston,  with  the  advertising  manager  of  one  of  the 
Hub's  leading  enterprises,  the  question  occurred  to  us  : 

"  How  many  of  the  thousands  about  us  are  unreached  by 
advertising  ?  " 

We  discussed  it. 

To  the  right  and  left  stretched  side  streets  showing  hotels, 
apartment  houses,  tenement  houses,  private  houses,  small  stores, 
saloons  and  restaurants,  out  of  which  poured  streams  of  human- 
ity to  be  swallowed  up  by  the  greater  streams  of  the  streets. 

Up  and  down  brilliantly  lighted  Washington  Street  wan- 
dered another  and  better  dressed  crowd — some  for  a  promenade, 
some  to  the  theatre,  some  to  their  homes,  some  from  their 
homes — all  apparently  without  thought  of  advertising. 

Nearly  all  familiar  with  newspapers,  but  to  what  degree  ? 

Some  take  up  a  newspaper  to  glance  at  its  sporting  and 
athletic  page — that  and  nothing  more. 


How  To  Accomplish  It.  313 

Some  take  up  a  newspaper  to  see  its  locals — that  and  noth- 
ing more. 

Some  take  up  a  newspaper  to  note  its  political  news  and 
views — that  and  nothing  more. 

Some  take  up  a  newspaper  to  while  away  a  moment. 

Some — not  many — never  read  a  newspaper. 

Does  the  advertisement  compiled  so  carefully  and  costing 
so  much  strike  home  to  these  people  ?     Hardly. 

Some  take  up  a  magazine  long  enough  to  look  at  its 
pictures. 

Some  take  up  a  magazine  long  enough  to  read  a  story  or 
special  article. 

Some  never  read  a  magazine  from  the  first  day  of  the  year 
to  the  last. 

Upon  them  what  influence  has  the  advertisement  ? 

Echo  answers  "  What  ?  " 

Some  cannot  read. 

Some  can  read,  but  do  not. 

Some  are  so  distracted  by  pressing  personal  matters  that 
the  advertisement  makes  absolutely  no  impression  upon  their 
minds. 

Even  the  bludgeon-like  advertising  that  comes,  under  the 
heading  of  electric  signs,  bill  boards,  fence  and  dead  wall 
advertising  has  no  effect  upon  a  great  number  of  people  for  the 
simple  reason  that  familiarity  not  only  begets  contempt,  but 
also  breeds  forgetfulness.  The  stranger  in  Union  Square  the 
first  night  would  be  instantly  struck  by  the  fine  electric  adver- 
tising signs.  The  second  night  the  impression  would  be  less 
vivid.  The  third  still  less,  and  inside  of  a  month,  amid  the 
clang  of  cars,  the  whirr  of  the  cable,  the  hum  of  the  city  and 
the  lights  of  the  streets  and  stores,  his  mind  would  be  as 
unimpressionable  to  advertising  as  though  he  were  walking 
through  a  Jersey  meadow. 

The  vast  sums  spent  to  reach  him  and  thousands  of  others 
represent  money  absolutely  wasted. 

Some  are  influenced  by  the  advertisements  all  illustrations 
— with  such  it  is  abortive  to  try  and  reach  with  advertising 
purely  literary,  no  matter  how  lucid  or  logical. 


314  Successful  Advertising 

Some  have  minds  running  in  so  mathematical  a  groove  that 
they  are  only  affected  by  advertising  heavy  with  argument. 

Some  are  so  frivolous  that  only  airy  persiflage  appeals  to 
them,  and  others  have  artistic  natures  so  exquisite  that  they 
shudder  at  a  single  line  of  typographical  malformation. 

The  point  of  view  of  every  man  or  woman  is  constantly 
changing.  The  argument  that  appeals  to  the  youth  of  seven- 
teen hardly  hits  the  man  of  forty,  while  he  is  persuaded  by  that 
which  unconcerns  the  man  of  seventy. 

The  object  of  advertising  is  to  influence  the  mind — that 
which  to  a  very  large  degree  is  the  result  of  environment  and 
personal  influences.  When  it  does  not  influence  it  is  not  adver- 
tisino-.  And  it  is  clear  to  any  dispassionate  observer  that  there 
is  a  lot  of  scattering  shot  in  the  constant  volleys  of  advertising. 

Brains  Interview. 

An  Interesting  Talk  with  a  Hustling  and  Clever  Ad  Man  of  One  of 
New  York's  Greatest  Stores. 

In  all  the  New  York  newspapers  of  Thursday  and  Friday, 
recently  there  appeared  a  white-on-blaclc  cut  of  a  bursting  bomb. 

There  was  nothing  to  show  whose  bomb  it  was,  or  where  it 
would  burst,  but  a  man  of  Brains  found  out  about  it  on  Satur- 
day— a  day  ahead  of  the  public  announcement  of  the  time  and 
place  of  the  explosion.  He  happened  to  drop  into  the  ad  office 
of  Bloomingdale's  big  store  and  found  Mr.  John  Angus  Mac- 
Donald,  the  ad  man,  busily  loading  the  bombs.  In  other  words, 
he  was  making  up  the  big  Bloomingdale  ads  for  the  Sunday 
•  papers,  and  at  the  head  of  an  announcement  of  a  great  clothing 
sale  the  bomb  was  creating  an  awful  wreck  of  clothing  values. 

The  store  of  the  Bloomingdale  Bros,  is  an  interesting  place. 
It  is  immense  in  size,  covering  the  whole  block  on  Third  Avenue, 
between  Fifty-ninth  and  Sixtieth  Streets.  Within  its  walls  can 
be  bought  almost  every  article  needed  by  man  or  woman  in  the 
journey  from  the  cradle  to  the  grave. 

It  has  eigiity  departments,  each  one  a  whole  store  in  itself, 
and  it  takes  2200  employes  to  conduct  its  tremendous  business. 
As  one  rides  to  the  top  of  the  building  in  one  of  the  elevators, 


How  To  Accomplish  It.  315 

one  catches  glimpses,  on  the  different  floors,  of  a  surprising 
variety  of  articles.  On  the  top  floor  is  a  photographic  studio, 
and  an  art  gallery  of  several  rooms,  elegantly  furnished  and 
brilliantly  lighted.  The  collection  of  paintings  in  these  rooms 
would  do  credit  to  any  gallery  in  the  land,  containing  as  it 
does  examples  of  the  work  of  the  greatest  artists  of  the  world, 
many  of  which  cost  immense  sums  of  money.  On  the  roof  is  a 
roof  garden,  a  large  greenhouse  filled  with  all  kinds  of  flowers, 
plants,  palms  and  the  like.  In  the  basement,  among  other 
things,  are  a  fully  stocked  grocery  store,  a  cafe. and  restaurant, 
and  a  wine,  liquors  and  cigars  department.  This  big  business, 
one  of  the  most  prominent  and  prosperous  in  America,  has  been 
built  up  in  a  comparatively  short  time,  by  persistent  advertising 
on  an  extensive  scale.  This  firm  spends  a  large  fortune  every 
year  on  newspaper  advertising,  and  it  makes  its  ads  the  most 
prominent  feature  in  every  New  York  newspaper. 

Mr.  J.  A.  MacDonald,  the  ad  man,  is  a  Nova  Scotian  by 
birth,  and  was  for  two  years  Advertising  Manager  for  Jordan, 
Marsh  &  Co.  in  Boston.  His  health  failing  him,  he  went 
South,  thence  to  Omaha,  and  from  thence  he  went  to  Denver. 
His  experience  has  been  wide  and  varied,  and  he  has  a  large 
store  of  solid,  practical  information  about  advertising.  News- 
paper advertising,  he  thinks,  covers  about  the  entire  field.  "  Of 
course  there  are  other  methods  that  pay,"  he  said,  "but  the  per- 
centage of  profit,  as  compared  with  the  profit  from  the  same 
amount  expended  in  a  good  newspaper,  is  very  small.  Posters  are 
the  latest  thing  in  advertising  ;  we  have  used  them  somewhat." 

"Do  they  pay?" 

"I  think  they  reach  a  class  of  people  that  perhaps  would 
never  see  the  newspaper  ad.  Many  men  have  not  the  time  nor 
inclination  to  seek  out  what  they  wish  in  the  ad  pages  of  a 
newspaper,  and  a  pretty  poster  showing  a  handsome  suit  of 
clothes  or  a  shapely  hat  is  likely  to  catch  their  eyes  and  bring 
their  trade." 

"How  about  advertising  in  programs  and  the  like?" 

*•  That  isn't  advertising." 
,  "What  is  the  best  thing  to  say  to  the  program  solicitor?" 

"Say 'No!'" 


316  Successful  Advertising 

"  It's  a  plain  business  proposition.  You  buy  of  us  because 
we  give  you  the  worth  of  your  money,  but  that  is  no  reason  why 
you  should  ask  us  to  buy  something  of  you  which  will  mean  a 
loss  of  money  to  us." 

"  Do  you  use  the  same  ads  in  all  the  newspapers  ?" 

"  No.  That  is  to  say,  we  advertise  different  things  in  the 
different  papers." 

"Why?" 

"  Because  they  reach  different  classes  of  people.  This  is  a 
matter  which  every  advertiser  in  New  York  and  every  other 
large  city  ought  to  carefully  consider.  In  a  paper  that  goes  to 
the  masses,  the  goods  the  masses  want  at  the  prices  they  can 
afford  to  pay  should  be  advertised.  In  the  high-class  papers, 
that  is  to  say  the  papers  that  the  wealthy  and  highly  educated 
read,  altogether  different  articles  should  be  advertised.  For  in- 
stance, a  merchant  who  advertised  a  sale  of  19-cent  underwear 
in  the  Sun  and  Herald^  and  a  sale  of  champagne  and  other  high- 
grade  wines  or  costly  books  in  lesser  grade  papers,  would  hardly 
hit  the  nail  on  the  head." 

"  How  do  you  determine  the  comparative  value  of  mediums  ?" 

"  By  past  experience.     And  we  frequently  use  test  ads." 

"  Do  you  change  the  language  of  your  ads  in  the  different 
papers?  That  is,  do  you  word  an  ad  of  the  same  article  differ- 
ently when  it  is  to  go  in  several  papers  which  reach  different 
classes  of  people?"  asked  the  Brains  man. 

"  Frequently,  but  I  believe  an  ad  should  ever  be  a  plain, 
business  talk — perfectly  clear  to  the  upper  five  and  the  lower 
ten.  I  find  everybody  as  susceptible  to  clever  headlines  and 
phrases — but  I  give  first  consideration  to  clearness  of  expression." 

"  What  do  you  think  about  cuts?" 

"  Cuts  are  one  of  the  most  important  parts  of  an  ad.  They 
not  only  catch  the  eye,  but  they  show  what  the  article  looks  like 
— at  least  they  should.  The  cut  tells  the  ordinary  reader  more 
about  what  the  article  really  is  than  the  description  does.  Of 
course  you  know  what  a  vast  number  of  cuts  we  use.  Every 
newspaper  has  thousands  of  ours." 

"  How  do  you  keep  your  great  accumulation  of  cuts  so  that 
you  can  lay  your  hand  on  one  if  you  wish  to  use  it  again  ?" 


How  To  Accomplish  It.  317 

''We  don't  keep  them  at  all.  As  I  said,  the  newspapers 
attend  to  that.  They  have  an  elaborate  system  for  keeping 
their  customers'  cuts,  and  they  can  at  once  lay  hand  upon  any 
ad  cut  they  have  ever  used,  but  I  keep  a  close  record  of  the  cuts, 
and  can  always  tell  which  paper  has  any  particular  cut." — 
Written  by  Leroy  Fairman  in  Brains^  November,  1896. 

The  Salesman  and  the  Ad. 

When  you  hire  a  salesman  you  flatter  yourself  you  have  a 
pretty  good  idea  as  to  his  capabilities.  You  have  thoroughly 
satisfied  yourself  in  your  own  mind  as  to  whether  or  not  he  was 
a  competent  and  reliable  man  for  the  position  you  had  to  fill. 
You  have  looked  into  his  references,  you  have  talked  with  the 
man,  you  have  studied  his  record,  with  a  view  of  becoming 
thoroughly  satisfied  that  he  was  qualified  to  impress  your  patrons 
and  sell  them  your  goods.  Perhaps  you  pride  yourself  upon 
your  ability  to  pick  out  the  right  sort  of  man  for  the  right  place 
— do  you  not  ? 

Has  it  ever  occurred  to  you  that  your  ad  is  a  salesman — 
one  that  should  always  be  sleeplessly  energetic,  active  and  loyal 
to  your  interests  ?  Have  you  ever  subjected  your  advertising  to 
a  merciless,  logical  analysis  as  to  its  good  and  bad  points  ?  Have 
you  ever  tried  to  divorce  yourself  from  yourself  as  the  author 
of  your  ads  and  stand  in  the  attitude  of  the  everyday  newspaper 
reader  ? 

You  know— we  all  know — how  hard  it  is  to  do  this.  We 
live  in  a  little  world  of  our  own,  we  have  in  our  little  circle  of 
friends,  who  by  reason  of  their  being  our  friends  say  only  the 
kindest  words  regarding  our  advertising  attempts.  ' '  That  head- 
ing in  your  last  week's  ad  was  remarkably  clever  and  original," 
they  smilingly  say,  and  they  pat  you  on  the  back  and  approve  of 
the  advance  proof  of  your  next  effusion.  Man  is  only  human, 
and  you  are  no  exception  to  this  rule.  This  constant  "jollying" 
puts  you  in  immense  conceit  with  yourself  and  you  "jolly" 
yourself  along  with  the  idea  that  your  advertising  is  all  right. 

But  does  your  advertising  pay  as  it  should  ?  Sit  down  some 
day  where  you  will  not  be  disturbed  and  ask  yourself  this  ques- 
tion seriously,  honestly,  coldly. 


318  Successful  Advertising" 

That  is  the  only  end  of  advertising.  It  is  a  cold  business 
proposition.  Advertising  is  for  no  other  purpose  than  to  swing 
trade  your  way.  It  is  not  to  gratify  the  moment's  idle  vanity 
of  yourself  or  your  friend  who  may  be  lost  in  ecstacy  over  a  say- 
ing more  or  less  clever  or  a  witticism  that  you  may  have  evolved 
from  your  brain. 

Let  the  same  thoughts  that  actuate  you  in  employing  sales- 
men actuate  you  in  preparing  advertising.  Your  salesmen  should 
be  well  dressed  and  make  a  good  impression.  So  should  your 
advertising.  It  should  be  well  dressed  in  typographical  arrange- 
ment, in  illustrations,  in  borders.  Your  salesmen  should  be 
alert  for  business,  and  ready  with  the  right  word  in  the  right 
place.  He  should  be  gentlemanly  and  intelligent.  He  should 
be  logical,  sensible  and  convincing.  So  should  your  advertising. 
The  text  should  be  patterned  on  the  lines  followed  by  the  suc- 
cessful salesman.     It  should  be  logical,  sensible  and  convincing. 

The  good  salesman  is  adaptable.  He  can  adapt  himself  to 
all  sorts  and  conditions  of  men  and  women  without  effacing  his 
personality.  So  should  your  advertising.  It  ought  to  have  in- 
dividuality to  distinguish  it  from  the  great  mass  of  advertising, 
but  also  ought  to  be  framed  to  appeal  to  all  sorts  and  conditions 
of  people. 

The  good  salesman  aims  to  go  through  his  daily  duties 
to  the  greatest  profit  of  his  employer  in  an  intelligent,  courteous 
and  sensible  manner.  He  secures  the  customer's  attention  and 
holds  it  by  the  qualities  above  mentioned,  while  he  shows  and 
speaks  of  the  goods.  So  should  the  advertising.  Its  end  is  to 
call  attention  to  your  offerings  and  retain  this  attention  until  the 
story  is  told.  This  attention  is  best  secured  by  the  most  direct 
and  simple  language  aided  by  the  accessories  of  type  display 
and  illustrations. 

Be  Optimistic  in  Advertising. 

The  commercial  value  of  a  cheerful,  happy  disposition  is 
everywhere  acknowledged.  The  traveling  salesman  with  his 
bright,  cheery  face  and  his  bundle  of  jokes  and  stories  is  every- 
where welcomed  to  his  employer's  benefit,  and  the  salesman  be- 
hind the  counter  sells  many  a  good  dollar's  worth  by  the  virtue 


How  To  Accomplish  It.  319 

of  an  amiable  and  cordial  disposition,  A  laugh,  smile  or  bright 
word  has  helped  countless  thousand  sales,  while  on  the  other 
hand,  the  depressing  influence  of  the  pessimist  has  dampened 
the  ardor  of  many  an  intending  purchaser  and  spoiled  many  a 
possible  sale. 

Now,  if  the  optimist  is  so  welcome  in  every  day  face-to-face 
commercial  life,  and  the  pessimist  is  equally  unwelcome,  it 
stands  to  reason  that  all  advertising  should  be  optimistic — that 
it  should  breathe  the  spirit  of  hopefulness  and  expectancy  of 
quick-selling  and  satisfactory  trading. 

The  optimistic  spirit  is  infectious — especially  so  in  adver- 
tising. Once  you  give  people  the  idea  that  all  is  we'll  with  you, 
that  business  is  lively,  that  customers  are  flocking  to  your  doors 
and  dollars  are  coming  in  your  direction,  then  you  are  all  the 
more  likely  to  be  successful. 

Human  nature  is  peculiar,  and  one  of  its  great  peculiarities 
is  to  be  attracted  by  the  successful.  Success  wins  greater  successes. 
The  successful  business  man  finds  it  easier  to  sell,  goods  than  his 
less  successful  rival,  who  may  even  have  better  values  to  oflfer. 

It  is  not  necessary  to  lie  in  order  to  be  optimistic  in  your 
advertising.  All  that  is  necesary  is  to  be  good-natured  and  happy 
in  your  statements,  to  utter  nothing  that  may  savor  of  disap- 
pointment, envy  or  anger.  Never  jump  on  your  competitor  in 
your  ad.  The  moment  you  do  this  you  give  the  fact  away  that 
competition  is  hurting  you.  Let  your  ads  breathe  the  Wana- 
maker  air — good  will  towards  all,  malice  towards  none.  In  the 
West  the  optimistic  spirit  is  cultivated  to  an  unusual  degree — this 
feeling  of  light-heartedness  has  lightened  many  a  weary  load 
during  the  recent  few  years  of  commercial  depression. 

When  you  read  the  ads  of  the  Nebraska  Clothing  Co.  you 
will  at  once  observe  their  optimistic  strain.  These  ads  were 
written  and  printed  by  a  concern  who  always  seem  to  be  par- 
ticularly pleased  with  themselves,  and  everybody  in  Kansas  City 
and  Omaha,  because  their  trade  is  so  good,  and  once  in  a  while 
their  bubbling  feeling  of  happiness  finds  vent  in  a  humor  so 
clever  that  the  brightest  wits  of  the  day  cannot  discount  it.  They 
have  built  up  a  big  business  by  being  so  optimistic  in  their 
advertising.     Why  can't  you? 


320  Successful  Advertising 


The  Rubiyiat  of  O'My  Advertiser. 

(Rendered   with    due  consideration    to    Messrs.  Omar   Kayham,   Bdward 
/itzgerald  and  Richard  Le  Galliene.) 

Oh  !  come  Dear  Sir — the  spring  is  in  the  land. 

Take  pen  and  ads  and  book  of  rates  in  hand  ; 

Come  !  sit  with  me  in  the  ofl5ce  shade  ; 

Come  !  let's  figure  what  the  winter's  made. 

I  dreamt  I  heard  the  nightingale  singing  in  the  bough  >- 

"Their  ads  say  the  opportunity  is  here  and  now, 

For  bargains  bright  abound  on  every  hand, 

Brighter  bargains  do  not  exist  in  all  the  land." 

Yes  !  Biz  was  good.     But  why  other  wise  ? 

We  spoke  out  loud  to  all  that  use  their  eyes, 

And  they  without  eyes  couldn't  but  help  hear, 

Because.     The  clink  of  Dollars  Saved  struck  the  ear. 

The  Advertising  ?    Ah  !  that  was  good  my  man, 

It  told  with  vim  how  prices  hit  hard  pan. 

It  praised  our  Goods  up  to  the  skies — 

Allah  !  but  ad  writing  much  the  fancy  ties  ! 

The  type  De  Vinne  and  the  Gothic  bold 

Much  helped  us  the  reader's  eye  to  hold, 

Small  Pica  also — but  how  the  Printer  swore  ! 

When  late  copy  caused  his  turban  to  be  tore. 

He  bowed  his  beard  in  the  Dust  of  Spring, 

Then  tore  it — (the  whisker  is  of  which  I  sing), 

But  set  the  Ad.     By  the  Prophet  a  quick  job 

And  a  good  one  !     Types  from  the  case  did  bob. 

Lo  !  the  Comp's  the  man  to  have  my  bread  and  wine, 

When  he  my  ad  sets  up  strong  and  fine, 

His  brain  and  hand  are  full  of  wit  and  skill 

E'en  if  he  at  times  the  adsmith  would  kill. 

And  the  Boss?     Well,  sometimes  a  price  goes  wrong, 

Then  he  in  rage  does  a  violent  song 

And  dance,  until  the  day  follows  day, 

When  the  papers  all  this  damage  pay. 

So  !  Thus  winds  the  advertising  life  life  around, 

Mahommed  only  knows  the  phases  that  abound. 

The  Good  of  Yesterday  is  past.     But  of  to-day  ? 

Allah  !     To-morrow  will  another  story  say. 


How  To  Accomplish  It. 


Advertising  a  Publication. 

Daily  there  travels  to  this  desk  various  letters,  circulars, 
cards,  etc.,  purporting  to  advertise  various  publications.  Some 
of  these  bits  of  mail  contain  a  great  number  of  words — some 
very  few  words — but  in  brief  the  essential  information  that  most 
of  them  give  is:  "Our  circulation  is  constantly  increasing, 
therefore  ours  is  a  good  advertising  medium." 

What  the  exact  circulation  is,  was,  or  is  likely  to  be  is  a 
subject  often  surrounded  by  heavy  silence  and  Egyptian  dark- 
ness. And  upon  that  point  is  the  advertiser  most  desirous  of 
obtaining  information. 

There  are  three  things  a  publisher  is  most  anxious  to  obtain, 
viz. :  Advertising  patronage,  circulation  and  influence.  The 
first  naturally  follows  the  latter  two.  A  publication  with  a 
limited  circulation  may  have  a  wide  influence  by  reason  of  the 
force  of  its  editorials  and  other  newspaper  excellences.  Its  field 
may  be  limited,  hence,  it  has  a  limited  circulation.  A  publica- 
tion may  have  a  wide  field  with  a  wide  influence  and  circula- 
tion, and  frequently  not  get  the  advertising  patronage  due  it,  be- 
cause advertisers  are  not  made  acquainted  with  its  exact  circula- 
tion and  approximate  influence. 

I  have  always  believed  such  matters  should  be  made  known 
to  the  advertiser  who,  as  a  rule,  is  a  clear-headed  business  man, 
thoroughly  familiar  with  the  exact  measurements,  weights,  and 
numbers  of  whatever  else  he  buys. 

This  is  a  commercial  age  and  a  man  wants  to  know  what 
he  is  giving  his  good  money  for,  and  in  ever^-  case  he  wishes  a 
good  money's  worth. 

If  the  publication  has  not  much  of  a  circulation,  boldly  tell 
what  that  limited  circulation  is,  state  what  particular  field  is 
covered,  and  how  well  it  is  covered.  This  information  will  be 
respected  and  accordingly  appreciated.  If  it  has  a  big  circula- 
tion, with  a  wide  influence,  say  so  in  every  good  advertising 
way  and  get  all  the  business  that  should  come  to  it.  Newspaper 
directories  are  relied  upon  by  advertisers  and  the  American 
Newspaper  Directory  in  particular. 


322 


Successful  Advertising 


The  argument  has  been  often  brought  to  bear  upon  the  ad- 
vertiser that  "  were  our  paper  to  state  its  exact  circulation,  our 
rivals  would  give  false  and  higher  figures." 

This  argument  is  unsound  as  truth  is  contagious,  as  well 
as  a  lie.  The  publisher  standing  behind  truth  can  reiterate  it 
again  and  again  with  the  eloquence  of  sincerity,  and  occa- 
sionally nail  the  lie  to  the  other  fellow's  mast.  For  lies  con- 
stantly discomfit  liars  by  coming  to  the  surface.  The  honest, 
straightforward  publisher  need  have  no  fear  in  occasionally  pub- 
lishing and  proving  the  other  fellow's  mistatements.  Adver- 
tisers as  well  as  the  community  at  large  will  appreciate  such 
action. 

Whether  it  is  the  letter,  circular,  card,  copy  of  paper  or  the 
bright  advertising  manager  who  solicits  advertising  for  a  publi- 
cation, let  the  gist  of  the  story  be  : — 


I 


The  exact  circulation  of  our  paper  is 
{giving  figures.)  ">P 

It  circulates   among   {such   a7id  such  a  3j 
class) 

Its   advertising 


abilities    are   at   your 


y%    disposal. 

fC.       You  should  use  it  because  {give  short 


''easoji  here.) 


i 
J 


Assuming  that  the  publication  is  sincere  in  its  circulation 
and  influence  statements,  its  next  step  in  bidding  for  advertising 
business  is  to  suflficiently  familiarize  itself  with  the  advertiser's 
business  and  render  such  aid  in  the  preparation  of  advertising, 
the  giving  of  good  positions  and  reading  notices  as  will  make 
the  use  of  the  paper  an  object  to  the  advertiser. 

Cleverness  can  be  shown  by  giving  an  acceptable  variety  to 
the  story — tactful  persistence  should  be  observed  in  its  presen- 
tation— a  due  allowance  ought  to  be  made  for  the  advertiser's 


How  To  Accomplish  It.  323 

peculiarities — but  one  thing  is  sure  if  the  medium  amounts  to 
anything  and  that  is  :  success. 

Considering  that  every  advertiser  who  amounts  to  anything 
reads  one  or  more  advertising  journals,  it  does  seem  an  exceed- 
ingly wise  policy  to  reach  his  attention  by  taking  space  in  his 
advertising  paper. 

In  advertising  a  publication  with  a  view  to  obtaining  sub- 
scribers, the  time  honored  plan  of  sending  out  sample  copies 
and  oflfering  special  rates  for  three  or  six  months  is  good.  The 
New  York  Sun,  Boston  Globe  and  Philadelphia  Ladies'  Home 
Jour7ial  advertise  extensively  in  other  publications  and  the  plan 
is  a  good  one. 

Prospective  subscribers  can  be  secured  by  good  circularizing, 
and  many  large  papers  advertise  their  features  by  billboards. 

But  after  all  that  is  said  and  done  on  the  subject,  a  sentence 
will  hold  all  the  milk  in  the  cocoanut.    So  here  is  the  sentence  :— 

Get  Mp  a  good  paper,  then  let  readers  and  advertisers  know  it 

Advertising  a  Patent  Medicine. 

When  a  man  is  sick,  or  thinks  he  is  sick,  he  is  seized  with 
an  intense  desire  to  have  somebody — sometimes  everybody — 
sympathize  with  him. 

If  he  has  the  grip,  he  wants  his  nearest  friend  to  tell  him 
all  the  unpleasant  symptoms  of  that  unpleasant  malady — how 
the  body  is  languid,  the  brain  fevered,  the  appetite  on  a  vacation, 
and  the  whole  system  in  a  generally  unstrung  condition. 

There  was  an  old  colored  preacher  who  once  solemnly  assured 
his  congregation  that  no  matter  how  hard  were  their  trials  and 
tribulations  there  was  one  place  where  could  always  be  found 
sympathy. 

"Anddat  place,"  he  concluded,  "my  beloved  bredern,  is 
in  the  dictionary." 

Just  so  with  the  sick  man.  When  he  looks  for  sympathy 
and  imagines  his  friends  do  not  give  its  precious  drops,  all  he 
has  to  do  is  to  look  in  the  average  patent  medicine  advertisement 
and  there  revel  in  the  terrors  of  his  disease,  so  vividly  por- 
trayed.    If  his  stomach  refuses  to  perform  its  accustomed  duties, 


» 

} 

324  Successful  Advertising 

he  finds  a  dolorous  consolation  in  the  fact  that  "  constipation, 
biliousness  and  an  evil  smelling  breath  are  but  precursors  to  a 
long  train  of  evils  that  may  conclude  in  that  dread  scourge  con- 
sumption, that  torturing  trouble  rheumatism,  that  unsightly 
and  loathsome  disease  scrofula,"  or  in  some  other  equally  pleas- 
ant finale. 

And  that  is  the  right  way  to  advertise  a  medicine. 

To  picture  with  fidelity  on  one  hand,  the  miseries  of  sick- 
ness, and  on  the  other  the  joys  of  health,  means  not  only  to  help 
sell  the  remedy,  but  is  also  an  act  of  altruism  by  strengthening 
the  energy  and  determination  of  all  sick  readers  in  their  desire 
to  grow  well. 

While  it  is  true  that  pure  logic  is  the  backbone  of  almost 
all  patent  medicine  advertising,  yet  some  preparations  rely 
to  a  great  degree  for  advertising  success  upon  reiteration,  pure 
and  simple. 

Even  to  a  thoroughly  healthy  person,  with  a  thoroughly 
healthy  mind,  reiteration  is  resultful,  and  upon  a  mind  so  worn 
by  illness  that  it  is  unable  to  think  and  analyze  with  its  accus- 
tomed clearness,  the  simple  repeating  of 

I     SMITH'S   PILLS   TONE  THE   5YSTEM.    g 

%&:&:g:g?&:&:gg-:&:g;g-:6g;g:egg:&g&g-:g-:g-:&;g^:eg&:6666^ 

Makes  an  impression  likely  to  long  remain. 

Testimonial  letters  are  always  good.  That  Jones'  physical 
condition  is  altogether  difierent  to  Smith's  organism,  does 
not  make  such  an  impression  upon  Mr.  Smith  as  the  fact  that 
Mr.  J.  was  cured  of  the  same  distress  as  is  now  bothering  Mr.  S. 
As  Smith  reads  the  heartfelt  letter  of  gratitude  upon  Jones' 
recovery  to  health,  he  instinctively  feels  whatever  anguish  the 
writer  went  through — he  sympathizes  with  every  symptom  (for 
he  is  now  undergoing  the  same  tortures),  and  Jones'  letter  can- 
not but  make  a  strong  impression  upon  Smith  in  favor  of  the 
medicine. 

It  takes  a  fortune  to  advertise  a  patent  medicine.  I  know  a 
concern  that  spent  $30,000  in  advertising  a  very  meritorious 
medicine,   but  even  that  good-sized   fortune  was  found  to  be 


How  To  Accomplish  It.  325 

inadequate.  The  man  who  starts  in  with  less  than  $50,000, 
stands  an  excellent  chance  of  sinking  his  money  before  the 
returns  begin  to  cover  the  outlay.  It  may  be  that  by  restricting 
himself  to  a  state  or  a  portion  of  a  state  he  will  succeed  in  turn- 
ing the  tide  his  way  with  a  few  thousand  dollars,  and  from 
future  profits  cover  larger  territories,  but  it  is  best  to  have  an 
ample  capital  in  reserve  for  every  contingency. 

The  details  of  patent  medicine  advertising  are  enormous. 
Not  only  must  the  newspaper,  magazine,  booklet,  circular,  card 
and  out-door  display  advertising  be  kept  up,  but  the  druggists 
must  be  kept  sufficiently  interested  to  display  and  push  the 
remedy.  This  last  feature  alone  requires  a  force  of  traveling 
salesmen. 

"Patent  medicine  advertising  is  the  easiest  kind  of  adver- 
tising once  you  get  it  going,"  remarked  a  young  advertising 
manager  of  a  patent  medicine  concern.  I  instantly  disputed 
his  assertion.  It  takes  a  long,  up-hill  fight  to  establish  a  patent 
medicine,  and  after  it  is  established  it  takes  the  same  vim  and 
vigor  to  hold  it.  For  competition  in  this  field  is  keen,  and  it  is 
truly  a  fight  in  order  *'  To  Have  And  To  Hold." 

There  are  plenty  of  instances  where  patent  medicines  were 
put  upon  paying  foundations,  but  only  to  die  of  dry  rot  after 
reaching  staggering  success. 

Advertising  Face  Bleaches,  Powders,  etc. 

One  pleasant  summer  afternoon,  while  seated  in  my  office,  a 
gentleman  entered.  He  soon  told  his  story.  He  had  just 
secured  control  of  a  certain  line  of  cosmetics — not  even  locally 
well-known,  but  possessing  merits  which  should  be  well-known 
and  he  was  willing  to  back  this  advertising  desire  with  several 
thousand  dollars. 

After  some  consultation  we  decided  upon  a  plan  of  action. 

He  went  back  to  his  office  and  sent  me  several  samples  of 
his  goods. 

In  the  meantime  I  framed  a  letter  which  my  typewriter 
soon  struck  off  and  sent  to  about  a  hundred  well-known  actresses 
and  prominent  women,  who  looked  upon  advertising  as  a  highly 
desirable  element  of  their  daily  existence. 


826  Successful  Advertising 

This  letter  was  to  the  effect  that  the  cosmetic — a  sample  of 
which  went  with  the  epistle — was  highly  meritorious  and  was 
about  to  be  widely  advertised,  and  that  if,  after  a  short  trial,  the 
preparation  was  found  to  be  as  represented  a  few  lines  to  that 
effect  would  be  appreciated  with  the  intention  of  using  the  testi- 
monial in  our  advertising.  Naturally  the  writer  herself  would 
gain  some  free  publicity. 

Nearly  all  responded — without  much  delay — and  most  of 
them  sent  their  photographs.  A  booklet  was  prepared  from  this 
material  and  quite  some  space  was  bought  in  the  principal 
metropolitan  papers.  The  advertising  at  once  "  struck  oil,"  the 
sales  bounded  up  to  the  degree  where  it  was  necessary  to  secure 
added  facilities  for  the  preparation  and  marketing  of  these 
cosmetics.  Success  instantly  came  and  remained  ever  since. 
To-day  a  large  floor  space  on  Broadway  is  necessary  to  this  ever 
increasing  business.  The  advertising  is  kept  up  in  the  leading 
New  York  papers.  Such  in  brief  is  the  advertising  story  of 
one  of  the  most  popular  preparations  to  aid  and  enhance  feminine 
beauty  to-day  on  the  market. 

I  can  conceive  of  no  better  way  to  advertise  this  line.  It 
costs  nothing  beyond  the  asking  to  get  a  testimonial  from  a 
"public  beauty" — public  people  as  a  rule  are  only  to  ready  to 
rush  into  print  upon  the  slightest  provocation — and  odd  as  it 
may  seem,  no  one  can  so  influence  her  more  retiring  sisterhood, 
striving  for  outword  charm  and  beauty  as  the  woman  constantly 
in  public  prints  and  constantly  in  the  public  eye. 

The  desire  to  be  beautiful  is  ingrained  in  the  very  soul  of 
womankind.  It  is  the  power  over  man  that  has  never  failed 
since  the  days  of  Adam  and  Eve.  To  enhance  this  beauty — to 
prevent  the  progress  of  time,  of  care,  of  disease — to  be  always 
charming,  witching  and  youthful  is  an  argument  that  is  irresti- 
ble.     Where  is  the  woman  who  can  withstand  it  ? 

See  the  crowded  "beauty  parlors" — ask  the  always  busy 
masseurs — ask  the  thousand  and  one  "beauty  doctors"  who 
flourish  from  the  Atlantic  to  the  Pacific  and  the  answer  will  be 
that  woman  zvants  to  bf  beautiful.  There  you  have  the  keynote 
of  advertising  face  bleaches,  powders,  etc. 

"Your   money  back   if  you   want  it"    idea  is  good,   so  is 


How  To  Accomplish  It.  327 

discriminate  sampling.  Literature  in  the  shape  of  a  booklet  or 
circular  properly  written  and  typographed  should  accompany 
every  box  and  bottle  and  the  appearance  of  literature  and 
package  throughout  should  be  dignified  if  not  artistic,  for  is  it 
not  going  into  that  place  we  all  hold  sacred  "  tni  ladies'  boudoir.'''' 

Advertising  a  Hotel. 

In  the  Netv  York  Evening  Telegram  appears  this  rather 
neat  way  of  advertising  hotels  and  restaurants.  The  stranger 
on  Manhattan  Island  is  frequently  in  a  quandary  as  to  which 
hotel  to  stop  at.  A  list  (like  this)  is  of  decided  value  to  hotels 
and  strangers — in  fact  to  everybody  having  anything  to  do  with 
hotels. 


HOTEL    ROLAND  park  &^Madisora\S] 


HOTEL  WELLINGTON  ofl??euIuee. 

Service  a  la  carte. 
7th  av.  and  55th  st.    Theatre  Suppers.    Good  Music. 


Broadway  Central  m^^^^^^t^. 

RnrrAff  HnnCP  ^*^^t'  ethav.&SSthst.Alc.alldav. 
Lruil&ll  llUU3Wx<jij_   Din_    ^^-itii  ^^-ine,  GOc,    Music. 


The  average  hotel  proprietor  shudders  at  the  expense  of 
advertising  in  his  local  paper.  The  above  method  can  be  used 
in  almost  any  town  by  several  hotels  combining — each  to  take 
a  small  space.  Several  small  spaces — say  that  each  was  half  an 
inch  deep — would  make,  as  a  total,  a  very  respectable  space  ; 
impressive  and  obtrusive  enough  to  enlighten  any  traveler  and 
sure  to  be  productive  of  results. 

Hotels  should  be  advertised. 

Hotels  are  public  necessities — they  have  something  to  sell 
the  public  in  the  shape  of  food,  drink,  lodging  aud  accommoda- 
tions generally.  There  is  a  vast  army  of  travelers  and  tran- 
sients looking  for  such  service.  And  advertising  will  show 
where  this  service  can  be  had. 

I  rem'=;^ber  that  once  while  stopping  at  a  hotel  in  Denver 


328  Successful  Advertising 

the  proprietor  approached  me  oii  the  possibility  of  increasing 
his  patronage  by  advertising. 

His  was  principally  a  family  hotel.  We  discussed  the  matter 
two  or  three  evenings  while  seated  out  on  the  porch  and  smok- 
ing cigars.  (Ever  notice  how  well  two  men  can  talk  under 
such  conditions — how  smoothly  ideas  run  ?) 

The  result  was  that  I  wrote  a  book  of  about  twenty-four 
pages  about  the  hotel.  It  was  illustrated  with  interior  and 
exterior  views  of  the  hostelry.  Several  thousand  were  printed. 
It  made  a  strong  bid  for  family  and  permanent  patronage.  For 
this  reason  I  had  no  hesitation  in  making  daily  lists  of  all  new 
arrivals  in  Denver  and  mailing  each  a  booklet.  That  was  all 
the  advertising  done,  but  it  was  successful. 

I  know  a  bright  but  somewhat  impecunious  young  news- 
paper man  who  got  a  job  last  summer  as  a  publicity-promoter 
under-cover  to  a  fashionable  seaside  hotel.  In  other  words  he 
had  to  keep  his  real  business  under  cover.  He  was  apparently 
a  guest — certainly  on  the  same  footing  as  the  other  guests — 
but  he  was  thus  wise  different  from  the  other  guests  for  it  was 
his  duty  to  keep  the  doings  at  the  hotel  as  much  as  possible  in 
the  newspapers.  As  he  had  some  friends  in  the  newspaper  busi- 
ness and  as  he  was  a  good  worker  the  result  was  that  his  hotel 
had  more  newspaper  talk  about  it  than  all  the  other  hotels  at 
this  particular  watering  place  put  together. 

He  earned  his  salary  and  had  a  good  time  while  the  hotel 
proprietor  saw  his  hotel  patronized  to  an  unusual  degree  before 
the  season  was  fairly  under  way.  His  guests  seeing  the  hotel 
so  often  mentioned  in  the  press  were  convinced  that  it  was  the 
fashionable  hotel — therefore  THE  only  hotel  to  stop  at. 

Outside  of  good  service  and  fair  prices  the  best  way  to 
build  up  a  hotel  patronage  is  by  advertising.  And  when  the 
advertising  question  comes  up  it  resolves  itself  into  telling  the 
story  about  the  good  accommodations  and  moderate  prices  to 
the  greatest  number  of  people  likely  to  take  advantage  of  them. 
Logically  the  medium  that  best  accomplishes  this  is  the  local 
paper. 

If  the  hotel  is  a  *'  summer  resort  hotel  "  prospective  patrons 
can  be  reached  by  advertising  at  the  beginning  of  a  season  in 


How  To  Accomplish  It.  329 

publicatious-  that  reach  them.  Another  good  way  is  by  mail- 
ing at  the  same  time  to  a  carefully  culled  list  of  names  a  bright 
booklet.  If  the  hotel  is  a  "winter  resort  hotel"  the  same 
methods  can  be  used  to  advantage. 

It  is  an  easy  matter  to  write  advertising  about  a  hotel. 
The  location,  scenery,  accessibility,  building,  management, 
cuisine,  service,  rates  and  other  details  can  all  be  brought  out  in 
bold  yet  pleasing  relief  in  hotel  advertising  of  any  kind. 

Advertising  a  Restaurant. 

Here  is  a  card  I  picked  up  in  a  well-known  down-town  res- 
taurant.    It  well  expresses  good  restaurant  advertising  : 


Did  You  Ever  Drop  Into  The 

? 

Unrivalled    as  the   pioneer  of 
low  prices  for  first-class   food. 


And  on  the  other 


RESTAURANTS  COME  AND  RESTAURANTS  60. 


THE  STANDS. 

It  stands  for  matchless  coffee — the  best  in  the  city. 

It  stands  for  splendid  steaks — always  juicy. 

It  stands  for  prime  rib  roast  beef  at  a  marvelously 
low  price. 

It  stands  for  pastry  (our  own  make)  that  is  un- 
rivalled. 

It  stands  for  quality. 

It  stands  for  cleanliness. 

It  stands  for  your  confidence. 


Which   determined  me  to  make  this  article  applicable  to 
restaurant  advertising. 


330  Successful  Advertising 

This  card  will  give  ideas  upon  which  a  readable  round  of 
advertisements  could  be  constructed. 

Cleanliness,  quality,  good  service  and  moderate  prices  are 
four  features  upon  which  the  advertising  pen  can  dwell  with 
great  effect. 

In  many  towns  where  the  limited  population  makes  news- 
paper rates  moderate,  the  restaurant  centrally  located  will  find 
newspaper  advertising  of  distinct  advantage. 

In  large  cities  the  high  newspaper  rates  stand  in  the  way  of 
restaurant  advertising  in  daily  publications.  There  are  a  few 
exceptions  to  this  rule,  like  the  advertising  of  the  Castle  Square 
restaurant  in  the  Boston  Herald^  and  the  Martin  in  the  New 
York  Sun. 

But  if  the  restaurant  cannot  advertise  in  a  newspaper  that 
fact  need  not  stand  in  the  way  of  other  advertising.  The  res- 
taurant situated  in  the  business  section,  bidding  for  business 
men  and  business  women's  patronage,  will  find  a  system  of  cir- 
cular and  card  advertising  of  benefit.  With  the  aid  of  a  busi- 
ness directory,  as  well  as  the  directory  to  every  large  office  build- 
ing, a  list  of  names  can  be  secured  to  receive  circulars,  cards 
and  occasional  bill  of  fares  (just  to  show  the  variety  of  food 
and  the  reasonableness  of  prices). 

In  advertising  a  restaurant  too  much  stress  cannot  be  laid 
upon  the  goodness  of  the  coffee  and  pastry.  That  cup  of  coffee 
at  luncheon  is  the  finishing  touch  that  makes  or  mars  a  meal 
— that  puts  a  person  in  the  right  or  wrong  trim  to  do  the  after- 
noon's work.  Of  course  we  all  know  how  important  the  morn- 
ing's cup  of  coffee  is — how  it  imparts  a  grateful  sensation  to  the 
half-wakened  system — how  it  clears  the  brain,  brightens  the 
eyes  and  gives  an  edge  to  the  day's  work.  And  then  at  dinner 
the  demi-tasse  worthy  the  name  discounts  most  liberally  pousse 
cafe's^  creme  de  nienthes  and  all  the  other  after-dinner  draughts 
ever  concocted. 

Coffee  alone  is  a  subject  upon  which  a  thousand  different 
ads  could  be  constructed.  Pastry  is  a  feature  capable  of  con- 
siderable advertising.  The  meats,  vegetables,  soups  and  service, 
to  say  nothing  of  the  prices,  are  fruitful  of  ideas  for  any  advertiser. 

No  person  can  reasonably  be  expected  to  go  through  the 


How  To  Accomplish  It. 


331 


day's  doings  without  good,  nourishing  food,  properly  served. 
Were  the  idea  contained  in  the  preceding  sentence  firmly  based 
in  the  minds  of  all  who  eat  within  easy  distance  of  a  good  res- 
taurant the  good  restaurant's  patronage  would  certainly  increase. 
Here  are  a  couple  of  efforts  which  contain  this  idea  : 


TO    EAT  WELL 
IS  TO  WORK  WELL! 

To  eat  at  the  Arcadia  res- 
taurant is  to  eat  well.  The 
chops  and  steaks  are  the 
choicest— the  vegetables  the 
market's  best — the  soups  per- 
fection—the  fish  most  appe- 
tizing— the  pastry  delicious 
and  the  coffee  most  excellent. 

PRICES   ARE   RIGHT 

— at— 
THE   ARCADIA   RESTAURANT. 


WHERE   DO  YOU   EAT? 

The  Arcadia  restaurant  is 
easily  the  best  in  town.  It  is 
clean,  well  kept,  with  a  first- 
class  service  and  a  cuisine 
that  satisfies  the  veriest 
epicure. 

We  realize  the  importance 
of  good  food — how  important 
a  part  it  plays  in  a  man  or 
woman's  daily  work— and  the 
Arcadia  is  achieving  a  great 
success  by  keeping  this  idea 
in  view.  Low  prices  are  a 
great  feature  at  the  Arcadia. 


Theatrical  Advertising. 

One  of  the  cleverest  press  representatives  that  ever  boomed 
theatrical  shows  is  Mr.  Thomas  Donohoe.  He  has  a  wide  ex- 
perience in  New  York  city  and  "on  the  road,"  and  if  there  is 
an  idea  that  has  slipped  the  average  agent's  conception  you  will 
find  it  safely  lodged  under  Mr.  Donohoe's  hat. 

One  evening,  while  with  a  box  party  at  the  New  York 
Theatre,  I  stepped  down  to  the  foyer  to  enjoy  the  cool  night  air 
and  observe  the  tactful  tactics  of  Mr.  Donohoe.  Here  is  an 
effort  to  picture  about  two  minutes  of  Mr.  Donohoe's  work  at 
this  time : — 

"  Certainly — all  night — to-morrow  noon  I'll  be  at  youroflSce 
with  some  pictures  and  a. story."  (This  to  a  dramatic  writer  of 
a  daily  paper.)  "  Roof  garden — yes,  this  way — here's  the  ele- 
vator— theatre  to  right — in  through  here — hello,  Charlie  ! — 
here's  the  boy  ! — passes  for  Tuesday  night  ?  Sure  thing — )'es, 
in  a  minute,  John — say,  Charlie,  you  ought  to  see  tlie  costumes 
in  the  last  scene  and  make  a  scene  about  it  in  your  paper — here's 
the  story  if  you  want  it — now  John,  my  boy,  what  can  I  do  for 


332  Successful  Advertising 

you  ? — theatre  to  right,  inadaine — start  on  the  road  next — " 
(mum,  mum,  buzz,  buzz,  from  fifty  voices) — "  Philadelphia  next 
I^Ionday — yes,  I  heard  Thompson  in  Philadelphia — theatre  to 
right,  madame — "  (mum,  mum,  buzz,  buzz  from  twice  fifty 
voices,  and  Mr.  Donohoe  retires  into  his  office  with  the  dramatic 
editor  of  an  evening  paper.) 

Mr.  Donohoe  and  I  once  entered  into  a  little  advertising 
scheme  for  the  mutual  benefit  of  our  respective  employers — 
his  employer  operating  a  theatre — mine  operating  a  department 
store.  The  idea  was : — Mr.  Donohoe  sent  several  stars  and 
minor  footlight  favorites  to  the  photo  studio  of  the  department 
store,  where  by  special  arrangement  their  pictures  were  taken 
free  of  charge.  These  pictures  were  distributed  broadcast  by 
Mr.  Donohoe  to  leading  publications,  and  every  time  a  photo- 
graph would  appear  it  not  only  advertised  the  theatrical  celebrity 
but  the  photo  studio  as  well.  For,  by  editorial  courtesy,  the 
photographer's  name  appears  on  all  photographs  that  appear 
in  print.  It  brought  the  photo  studio  more  strongly  before 
the  theatrical  profession — whose  trade  is  so  extensive  that  it 
supports  several  photographers. 

While  managers  secure  special  rates  on  photography,  the 
cost  in  first-class  companies  runs  up  into  the  thousands  of  dollars. 
Photographs  of  cabinet  size  can  be  had  for  5io  a  hundred  ;  the 
price  increasing  according  to  size  until  the  pictures,  fourteen  by 
seventeen  inches,  are  reached  at  ^60  a  hundred.  Flashlights  are 
made  at  the  rate  of  $7.50  for  the  plate  and  five  prints,  any 
further  number  of  prints  at  sixty  cents  each. 

To  supply  the  daily  papers  of  New  York  City  for  a  single 
Sunday  sixteen  photographs  are  needed  by  the  press  agent. 
Properly  to  cover  the  town — that  is,  to  supply  pictures  for 
weeklies,  sporting  papers,  trade  journals,  etc. — he  will  need  not 
less  than  thirty  photographs. 

Chicago  comes  a  close  second  in  the  matter  of  eating  up 
pictures,  and  every  large  city  takes  a  fair  supply.  The  press 
agent  for  a  popular  comedian  used  in  a  .season  of  twenty  weeks 
350  photographs  of  his  star  for  advertising  alone.  Add  to  this 
the  number  given  away,  and  you  will  see  how  some  of  the 
manager's  surplus  cash  is  invested. 


How  To  Accomplish  It.  333 

The  average  first-class  attraction  uses  ^200  worth  of  litho- 
graphs a  month,  and  a  well-known  metropolitan  manager,  wlio 
is  going  to  send  out  three  companies  in  light  opera  and 
musical  comedy,  closed  a  single  contract  for  lithographs  to 
the  value  of  $31,000.  These  will  last  him  about  two-thirds  of 
the  season. 

The  successful  press  agent  must  work  hard.  A  thousand 
papers  may  be  on  his  list,  and  he  must  exercise  care  against 
repeating  the  items  sent  out.  He  considers  himself  fortunate  if 
seventy-five  per  cent,  of  the  items  sent  out  appear  in  print.  It 
takes  an  expert  to  accomplish  this.  After  the  production  has 
scored  a  hit  in  New  York,  Chicago  or  any  other  large  city,  he 
collects  the  press  notices,  has  them  printed  on  a  large  sheet  and 
shows  them  among  the  managers  of  all  important  theatres  where 
the  company  is  booked  or  desires  a  booking. 

Not  many  evenings  ago,  while  dining  with  a  well-known 
theatrical  manager,  he  beguiled  the  affair  with  a  long  disserta- 
tion upon  theatrical  advertising. 

Here  is  a  portion  of  it  : — 

"  If  I  had  the  whole  say  with  my  show  I  wouldn't  use  a  bit 
of  advertising  other  than  newspaper  advertising,  and  our  regu- 
lar show  programmes.  I  can  get  all  the  publicity  I  want  out 
of  the  newspapers,  and  I  think  the  other  managers  could,  too. 
Of  course,  bill-board,  gutter  and  snipe  advertising  is  good  in  a 
way,  but  it  does  not  weigh  so  much.  It  simply  helps  the  news- 
paper advertising  and  comparing  costs  of  all  methods  with 
results  the  newspapers  are  ahead  every  time. 

"  Of  course  we  don't  do  much  display  advertising  with  the 
papers.  No  theatres  do — but  we  get  a  lot  of  advertising  out  of 
the  theatrical  news  columns.  Cost  much  ?  you  ask.  Well — 
yes — y-e-s — that  is,  it  costs  us  some  theatre  tickets  and  efibrt  (to 
get  the  stuff  in  the  papers),  but  we're  glad  to  work  hard  to  do 
this. 

"  Say  !  speaking  about  reading  notices  and  working  the 
press,  you  ought  to  have  seen  the  stunts  I  did  when  I  was  on 
the  road  last  fall.  I  made  some  of  these  jay  town  papers  look 
like  thirty  cents.  I  made  them  look  farcical.  Say  !  it's  fun  to 
strike  a  town  like  a  cannon  ball  and  hit  the  editor's  sanctum 


334  Successful  Advertising 

still  harder,  and  before  the  editor  knows  what's  struck  him  get 
two  or  three  high  balls  into  him,  then  hand  him  an  earthquake 
in  the  shape  of  triple  column  cuts  of  the  stars  with  royal  write  ups. 

"  I  got  one  fellow  so  loaded  that  he  got  sleepy  and  asked 
me  to  make  up  his  paper.  I  am  an  old  newspaper  man  and  I 
made  up  his  paper — oh,  yes  !  oh,  yes  !  ! 

"  I  put  all  the  telegraph  first  page  news  on  the  last  page, 
and  all  the  last  page  ads  at  the  bottom  of  the  first  page,  then 
filled  up  the  top  of  the  first  page  with  talk  and  pictures  about 
my  show — good  talk,  too,  because  I  wrote  it  myself.  When  the 
town  got  that  paper  next  morning,  it  did  not  know  what  had 
struck  the  Gazette.  The  show  did  a  good  business,  but  you  bet 
}-our  boots  that  I  hurried  out  of  town  before  that  editor  could 
find  me. 

"  But  you  can't  get  at  all  editors  with  the  rosy,  ruby  or  amber 
liquid.  You  have  got  to  throw  literature  into  some  of  them, 
and  as  I  know  a  lot  of  writers  and  read  a  lot,  I  can  give  a  game 
of  talk  on  Howells  or  Kipling. 

*'  But  you  have  got  to  know  your  editors  pretty  well,  and 
you  must  be  enthused  over  your  star  and  show.  Otherwise  you 
will  have  cold  feet,  and  a  chilly  advance  will  throw  a  frost  over 
the  show  that  follows. 

"Are  actors  and  actresses  anxious  to  get  advertising?  Oh, 
no-nit-not,  never,  me  boy,  never  !  Why  say  !  they  work  all  sorts 
of  schemes  to  get  in  the  papers — they  work  direct  and  through 
second  and  third  parties — they  want  it — it's  a  part  of  their  busi- 
ness, and  of  course,  they  must  have  it." 

His  talk  about  covered  the  situation.  It  is  simply  *'  to 
work  the  press  "  for  reading  notices,  and  the  press  agents  and 
business  managers  do  so  in  every  American  city  and  town  in  a 
manner  resultful  and  artistic. 

I  will  conclude  this  with  a  sage  piece  of  advice  recently 
given  on  upper  Broadway  by  a  gentleman  who  succeeded  in 
reaching  New  York,  by  leaving  his  trunk  in  a  Rochester  hotel, 
and  buying  a  railroad  ticket  on  the  proceeds  of  a  pawned  watch : — 

"  I  don't  care  what  they  say — give  me  good  paper  every 
trip.  I'd  rather  have  a  poor  company  with  good  paper  than  a 
good  company  with  poor  paper.     By  paper,  I  mean  show  bills 


How  To  Accomplish  It.  336 

— lithographs.  We  had  rotten  paper  on  the  last  trip,  even  if  the 
company  and  repertoire  were  good,  but  in  Toronto  we  had  a 
frost  and  went  to  pieces  in  Rochester,  after  a  skaty  time  in 
Niagara  and  two  or  three  other  places.  I  remember  last  season 
I  took  a  bum  burlesque  show  down  through  the  south  and 
southwest,  but  we  had  some  of  the  most  elegant  lithographs 
you  ever  saw  (bought  cheap  ready  made  in  New  York),  and  that 
good  paper  did  the  finest  business  ever  heard  of  Yes,  sir  !  give 
me  good  paper  every  trip." 

Advertising  a  Circus. 

The  other  morning — being  one  of  those  raw,  foggy,  early 
spring  mornings — in  a  rather  pessimistic  mood,  while  on  my 
way  down  town,  I  happened  to  note  this  : — 

*' Stupendous  Spectacle  of  Splendor.  Miles  of  Moving 
Massiveness  and  Magnificence.  Pyrotechnical  Panorama  Power- 
ful and  Prodigious,"  etc. 

Ah-ha,  ah-ah  !  The  circus  in  town.  The  most  interest- 
ing feature  of  the  many  interesting  features  in  this  vast,  varied, 
bewildering  and  colossal  aggregation  of  masculine  and  feminine 
bipeds — animals,  domestic,  imported,  tame  and  ferocious — objects 
of  art,  utility,  amusement,  instruction  and  interest  is  the  man 
who  writes  the  circus  ads  ! 

Pessimism  vanished — optimism  reigned  in  its  stead.  I 
dropped  this  personage  a  note — he  promptly  answered  from  his 
office  in  Madison  Square  Garden  where  the  circus  is  holding 
forth,  and  presently  he  gave  me  an  interview  which  contains 
much  that  has  never  appeared  before  in  print  and  which  will 
surely  interest  the  general  advertiser,  for  back  of  the  wall  of 
words  that  dazzle,  enrapture,  shock  and  confound  the  defenseless 
public  there  is  a  well  defined  plan  of  advertising — intelligently 
conceived  and  as  intelligently  executed. 

Mr.  Whiting  Allen  is  the  circus  word  wonder  worker — 
the  publicity  promotor — the  advertising  man.  He  has  been 
writing  show  advertising  for  about  twenty  years.  Judging  by 
his  appearance  he  must  have  begun  to  professionally  exercise 
his  vocabulary  when  about  eighteen  years  of  age. 


836  Successful  Advertising 

His  is  a  difficult  profession,  and  not  more  than  half  a  dozen 
out  of  the  many  who  have  essayed  it  have  made  a  reputation. 
Mr.  Tody  Hamilton  (who  exploited  the  Barnum  show  in 
Europe)  and  Mr.  Allen  stand  at  the  top  of  their  profession. 
Here  is  a  specimen  of  Mr.  Allen's  work  : — 

"  Human  birds  of  passage,  indeed,  are  the  Ten  Peerless  Pot- 
ters. They  embrace  the  ten  acknowledged  greatest  of  all  the 
world's  aerialists  who  have  been  secured  from  all  the  arenas  of 
Europe  and  America.  Iudi\'idually  each  member  of  the  dectette  is 
a  brilliant  star  in  the  aerial  firmament,  while  collectivelj'  they  con- 
stitute the  most  dazzling  constellation  that  has  ever  sparkled 
beneath  the  vast  and  lofty  dome  of  canvas  that  canopies  the 
greatest  of  all  earth's  arenas." 

The  man  who  loops  the  loop  before  beginning  his  per- 
formance might  take  this  mild  sentence  as  a  bracer  : — 

"  In  all  man's  struggles  and  strife  in  seeking  supremacy  by 
superiority  in  strength,  skill  and  strenuosity,  there  has  never  been 
anything  like  an  approach  to  this  fearful,  frightful  and  fearless 
feat  in  rash  and  reckless  risk  of  limb  and  life." 

It  is  evident  that  Mr.  Allen  believes  in  alliteration.  In  dis- 
cussing it  and  other  matters  he  said  : — 

"In  alliteration  I  aim  to  use  words  intelligently.  They 
must  be  clear  and  comprehensive — so  must  my  metaphors,  and 
I  do  not  believe  in  using  polysyllabic  words  simply  to  use  them. 
They  must  be  expressive.  Alliteration  is  like  the  cable  that 
grips  a  street  car — it  grips  the  mind  and  insensibly  the  men- 
tality of  the  reader  is  caught  by  one  word  only  to  be  gently  but 
surely  passed  on  to  the  next. 

"This  alliterative,  polysyllabic  method  of  circus  advertis- 
ing is  the  only  way  to  advertise  a  circus.  People  look  for  it.  It 
has  been  established  by  precedents  and  is  too  well  grounded  in 
circus  traditions  to  be  good  business  policy  to  get  away  from  it." 

"Kindly  tell  me  the  circumstances  and  conditions  under 
which  you  produced  this  season's  literature?"  I  asked  him. 

"Last  winter  I  took  a  small  back  room  in  the  Townsend 
Building,  New  York,  which  was  used  for  storage  by  our  folks. 
I  had  a  couple  of  kitchen  tables,  a  copy  of  the  Congressional 
Directory  and  a  copy  of  Pettengill's  Newpaper  Directory.    These 


How  To  Accomplish  It.  337 

volumes  happened  to  be  theie — simply  happened  there,  and  I 
never  opened  them.  No  !  I  had  no  dictionary.  I  was  given  a 
list  of  the  performers — so  many  bareback  riders,  so  many 
acrobats,  so  many  clowns,  etc.  These  names  were  typewritten 
on  one  side  of  a  flimsy  paper.  From  such  simple  data  I  pro- 
duced my  literature." 

The  luxuriant  growth  of  words  that  follow  a  luxuriant 
imagination  is  illustrated  by  the  simple  data  and  ornate  descrip- 
tion that  follows  : — 

Data: — "Paul  and  Katherine  De  Venes — French  eques- 
trians in  Drawing  Room  Scene." 
Printed  description  : — 

"  FRENCH  FANCY 

Eqjiestrianisnt  in  a  Long  Train  Gown. 

Of  all  the  long  list  of  artists  that  have  been  gathered  from  the 
great  arenas  of  the  world,  two  of  the  most  interesting  have  been 
contributed  by  France,  the  De  Venes — Paul  and  Katherine.  They 
are  artists  extraordinary.  Equestrians  of  the  very  highest  order, 
it  remained  for  a  beautiful  and  dainty  French-woman  to  conceive 
the  idea  of  riding  in  a  full  length  drawing-room  gown  en  train. 
It  is  sometimes  of  the  snowiest  white  satin,  sometimes  of  the 
warmest  cardinal  silk,  and  again  of  the  richest  sapphire  velvet. 
Together  with  Monsieur,  the  fair  Mademoiselle  mounts  a  horse,  in 
her  long  train  dress,  and  the  two  artists  proceed  to  place  them- 
selves in  a  series  of  poses  of  exquisite  and  classic  grace,  the  while 
their  horses  continue  their  ambling  and  circling  journey. 

Again  the  great  artists  appear,  this  time  in  acrobatic  garb. 
Monsieur  handles  Mademoiselle  as  lightly  and  gracefully  as  a 
feather  although  she  is  by  no  means  petite.  All  the  things  they 
do  may  not  be  told  in  this  brief  space,  but  they  do  not  bow  them- 
selves away  before  they  give  a  most  astonishing  exhibition  of 
what  is  known  as  cranial  equilibrism.  It  is  an  act  peculiarly  their 
own,  and  is  performed  by  no  one  else  in  the  circus  profession.  To 
lovers  of  the  novel  and  unique  as  well  as  the  beautiful  in  physical 
accomplishment,  these  artists  will  be  a  genuine  pleasure." 

Mr.  Allen  continued  the  interview  :  "  My  literature  is 
original  every  year.  Advertising  is  to  excite  a  desire  for  posses- 
sion. In  the  circus  business  advertising  is  purely  transitory.  It 
is  usually  done  for  one  day's  business.  Ninety  per  cent,  of  our 
entire  season  is  in  one  day  stands.  A  season  averages  six 
months. 


338  Successful  Advertising 

"From  thirty-five  to  forty  per  cent,  of  our  gross  receipts  is 
spent  in  advertising,  so  you  see  we  are  very  liberal  advertisers. 
I  study  the  geography  of  our  advertising.  In  some  sections  you 
must  do  more  than  in  others.  We  have  about  a  hundred  per- 
sons on  our  advertising  staff  at  salaries  ranging  from  thirty  to 
sixty  dollars  per  month  as  bill  posters  to  the  manager's  salary 
of  ten  thousand  dollars  per  year.  Expenses  are  paid  in  addition 
to  these  salaries. 

"  A  fair  day's  receipts  would  be  five  thousand  dollars. 
Here  in  Madison  Square  Garden  we  are  not  surprised  at  ten 
thousand  dollars.  The  high  water  mark  was  down  at  Dallas, 
Texas,  when  in  one  dav  we  took  in  sixteen  thousand  dollars. 
The  Texas  state  fair  helped  us  in  this. 

"  As  we  are  liberal  advertisers  we  stand  ready  to  buy  a  lot 
of  display  advertising  in  papers  in  our  territories.  If  we  notice 
any  attempt  at  imposition  or  extortion  we  cut  down  this  adver- 
tising, as  would  any  other  business  concern.  I  am  pretty  well 
posted  on  the  value  of  quantities  and  qualities  of  circulations  as 
well  as  rates,  for  I  have  made  it  my  life  study  and  very  few 
papers  can  fool  us. 

"  We  are  extremely  liberal  with  tickets  to  the  press  and  this 
of  course  helps  in  securing  much  straight  news  advertising 
although  the  mere  arrival  of  a  circus  alone  possesses  such  news 
interest  that  no  live  paper  would  overlook  it. 

"  We  issue  talks  on  advertising  which  we  distribute  freely 
to  the  press.  These  talks  tell  in  a  brief  and  comprehensive 
way  the  value  of  advertising.  These  books  are  free  and  while 
given  to  boom  the  show  are  so  highly  appreciated  by  the  papers 
at  large  that  many  of  them  use  as  editorials  our  advertising 
talks  to  impress  local  merchants  and  advertisers. 

"We  aim  to  adhere  to  facts  in  our  advertising.  You  may 
smile  but  when  you  read  a  statement  as  to  the  number  of  horses, 
camels,  trapeze  performers  or  number  of  dollars  invested  in 
wagons  or  any  of  the  circus  paraphernalia  you  may  set  that 
down  as  gospel  truth. 

"  We  issue  twelve  publications  with  a  combined  circulation 
of  five  million,  four  hundred  thousand  copies.  These  publica- 
tions are  outside  of  our  general  appropriation  for  newspaper 
and  bill  board  advertiser g." 


How  To  Accomplish  It.  339 

The  last  statement  of  Mr.  Allen  tells  why  it  is  necessary 
that  the  circus  advertising  man  must  be  a  genius,  a  student 
of  zoology,  pageantry,  pachyderms,  aerialists,  riders,  clowns, 
menageries  en  masse  and  humanity  en  masse,  including  that 
highly  important  individual  the  country  editor. 

To  fill  up  these  twelve  publications  and  other  advertising 
with  words  that  thrill  and  "  excite  a  desire  for  possession  "  is  a 
task  so  absolutely  beyond  the  lay  brain  as  to  give  the  average 
citizen  a  severe  fit  of  brain  fag  to  simply  contemplate  produc- 
ing a  small  fraction  of  such  literature. 

The  "  Aurora  Zouaves,"  a  band  of  extremely  agile  military 
men  are  introduced  amid  this  paean  of  panegyric : — 

"  My  country,  'tis  of  thee  !  Words  that  should  be  a  prayer 
on  every  lip  ;  a  sentiment  that  should  swell  every  breast  ;  a  song 
that  should  be  one  grand  chorus  sung  by  eighty-five  millions  of 
Americans. 

"  Youngest  but  lustiest  giant  in  the  family  of  nations,  who  can 
say  thee  nay  !  In  thy  infancy  didst  thou  wrest  from  a  sceptered 
hand  the  priceless  boon  of  liberty  ;  in  thy  childhood  thou  didst 
resist  victoriously  further  encroachments  upon  the  vested  rights 
from  that  same  hand ;  in  thy  youth  didst  thou  struggle  success- 
fully with  the  grandsons  of  Spain  and  gain  more  room  in  which 
to  grow  ;  in  thy  young  manhood  the  whole  world  stood  in  silence 
and  saw  thy  blue  and  thy  gray  appeal  to  the  arbitrament  of  the 
sword  aud  then  in  closer  fraternity  forever  unite  ;  in  the  ripeness 
of  maturity  thou  didst  bid  tyranny  depart  from  the  great  islands 
of  Eastern  and  Western  seas,  and  thou  couldst  not  be  denied  ? 
Oh,  America!  oh,  my  country,  if  thou  art  great  thy  sons  have 
made  thee  so  ? 

"  America  has  won  her  now  undisputed  position  as  one  of  the 
great  world  powers,  not  by  sentiment,  but  by  supremacy  at  arms. 
Manila  and  Santiago  were  the  twin  lights  of  victory  which  illu- 
mined the  world  and  revealed  the  strenuous  superiority  at  sea 
of  the  world's  greatest  and  freest  people.  Since  the  sinking  and 
stranding  of  the  Spanish  ships  off  the  shores  of  Luzon  and  Cuba, 
America  has  stepped  further  within  the  charmed  circle  of  nations 
who  rule  the  world,  and  her  starry  banner  is  now  bathed  in  the 
sunrises  and  sunsets  of  both  hemispheres.  In  the  glistening  eyes 
of  all  who  would  be  free  its  fluttering  folds  more  closely  cling  to 
Freedom's  godlike  form,  added  lustre  is  in  the  scarlet  of  its 
stripes  and  greater  glory  is  in  its  symbolism  of  security  and  strength 
for  the  oppressed  of  all  the  earth. 

"  On  land  as  well  as  on  sea  has  America  shown  her  sons.  Her 
soldiers  no  less  than  her  sailors  have  worked  to  her  greatness  until 


840 


Successful  Advertisings 


the  limit  of  her  beneficence  to  man  now  knows  no  measure.  And 
it  is  her  soldiers  you  are  now  asked  to  consider.  Nearest  in  Mem- 
ory's vision  of  her  conquering  heroes  are  those  gallant  horsemen 
who  rode  up  the  heights  of  San  Juan  Hill  and  to  glory,  and  saw 
the  walls  of  Pekin  fall.  Of  them  more  is  said  elsewhere  in  this 
publication.  Especial  attention  is  at  this  juncture  asked  for  those 
men  of  arms  and  feet  who  are  ever  known  to  stand  and  advance 
face  front  to  the  enemy — the  infantry. 

"  The  most  famous  company  of  infantry  in  the  United  States 
is,  beyond  all  doubt,  the  Aurora  Zouaves.  Theirs  have  been  the 
victories  of  peace  rather  than  the  conquests  of  war,"  etc.,  etc 

Mr.  Allen  looks  as  though  he  enjoyed  producing  circus  litera- 
ture. The  physical  effort  alone  that  is  required  to  write  miles  of 
polysyllabic  circus  talk  is  enough  to  tax  the  strongest  constitution. 
Mr.  Allen  has  a  strong  right  arm  and  herculean  frame,  admira- 
bly adapted  to  work  in  harmony  with  a  brain  seething  with 
ideas,  and  a  pen  from  which  ink  flows  by  the  gallon.  Mr. 
Allen  has  a  wide  acquaintance  among  the  powers-that-be  in 
Washington,  which  acquaintance,  together  with  an  extremely 
persuasive  manner  enabled  him  to  pass  a  bill  through  Congress 
for  the  benefit  of  the  Barnum  and  Bailey  Shows — the  only 
instance  on  record,  perhaps,  where  a  private  bill  has  been  passed 
by  the  government  for  the  sole  benefit  of  a  circus. 


Railroad  and  Steamship  Advertising. 

When  one  has  a  yearning  to  shake  the  dust  of  the  present 
territory  from  his  feet  and  looks  over  the  transportation  ads  in 
the  daily  press  he  runs  across  something  like  this: — 


JonesvUle  Local 

HmithvlUe  Kxpress 

ThoinpBon  Corner's  Local 

Chicago  Kx  press 

Knilngton  Local  


Leave 

*tC.-10A. 

M. 

*s8.iOA. 

M. 

►  C  12.40  P. 

M. 

t.S.55p. 

M. 

t5.10P. 

M. 

Arrive. 

»  12.10  P.  M. 
t2.20A.  M. 
*  1.25  p.  M. 
♦9.15  A.  M. 
•7.10  p.  M. 


Transportation  advertising,  the  newspaper  end  of  it  anyway, 
is  about  the  poorest  advertising  done.  It  is  not  that  the  railroads 
lack  money  to  advertise  or  that  they  lack  the  Ijrains  to  conceive 
advertising.  What  is  needed  is  somebody  to  take  the  initiative 
and  instead  of  giving  the  local  newspaper  a  fifth  of  a  column  of 


How  To  Accomplish  It.  341 

dry  technical  information  (which  is  generally  paid  in  passes,)  fill 
up  a  column  or  two  with  well  written,  descriptive  matter  regard- 
ing the  territories  traversed,  when  trains  leave  and  arrive,  the 
dining  car  service,  the  restaurant  features,  the  sleeping  car  ar- 
rangements, the  staunch  roadbed,  the  high  class  rolling  stock 
and  the  many  other  points  of  interest  that  any  advertising  man 
could  swing  in  type  talk. 

You  say  we  have  all  this  in  booklet  and  pamphlet  form, 
beautifully  written  and  most  exquisitely  illustrated  ? 

Which  is  true.  The  transportation  lines  of  this  country 
spend  hundreds  of  thousands  of  dollars  every  year  in  this  book- 
let and  pamplet  work  but  the  great  question  is: — "Who  reads 
it  all  ?" 

Were  this  immense  sum  directed  into  larger  and  better 
newspaper  ads  the  results  would  be  greater. 

One  summer  I  went  to  the  City  of  Mexico.  I  was  unde- 
cided whether  to  go  by  way  of  Washington  and  New  Orleans, 
St.  Louis  and  San  Antonio,  Chicago,  Kansas  City  and  El  Paso 
or  any  of  the  several  routes  a  man  can  take  from  New  York. 
The  railroad  ads  in  the  New  York  dailies  appeared  to  be  very 
uninteresting  and  decidedly  unsatisfactory.  The  Pennsylvania 
Railroad  trains  for  Washington  left  New  York  very  frequently; 
but  when  they  arrived  in  Washington  and  with  what  train,  if 
any,  they  connected  was  a  mystery.  The  Royal  Blue  Line  trains 
left  at  various  hours  but  the  advertising  omitted  to  state  when 
they  would  arrive  in  Baltimore  and  Washington.  The  trains 
of  the  New  York  Central,  West  Shore  and  other  lines  left  New 
York  at  certain  hours  but  when  the  traveler  arrived  in  Chicago, 
St.  Louis  or  Kansas  City  was  something  the  advertising  could 
throw  no  light  upon  whatever. 

"  Why  don't  you  get  some  of  their  time-tables,  pamphlets 
and  booklets?"  asked  my  friend. 

I  did. 

After  making  selections  from  most  liberal  stacks  I  found  I 
had  a  load  of  literature  embracing  time-tables,  pamphlets,  leaflets 
and  booklets  without  number  and  my  friend  and  I  sat  down  to 
study  the  coolest  and  quickest  route  between  New  York  and  the 
City  of  Mexico. 


342  Successful  Advertising 

A  remembrance  of  that  effort  is  a  phantasy  of  yellow,  blue, 
pink,  black  and  colors  of  many  hues  and  shades  depicting 
Mexican  sombreros  and  zarepas  against  a  background  of  moun- 
tain or  desert,  burros  under  mineral  loads,  trains  speeding 
across  plains,  emerging  from  tunnels  or  crossing  great  bridges 
and  interior  as  well  as  exterior  views  of  "limited  expresses  " — 
an  artistic  showing  in  myriad  effects  that  must  have  taxed  an 
army  of  artists.  As  for  the  text  there  were  miles  of  it — all 
beautifully  written — descriptive,  incidential,  confidential,  sym- 
phathetic,  optimistic  and  pessimistic. 

The  task  to  study  was  too  much  ! 

No  human  being  could  read  more  than  one  twentieth  of  it 
and  even  that  was  a  great  physical  and  mental  effort. 

The  next  day  I  still  had  the  same  confused  idea  as  to  how 
I  should  go,  so  I  cut  the  problem  short  by  taking  a  Pennsylvania 
R.  R.  train  to  Washington  and  there,  after  a  consultation  with  a 
very  pleasant  passenger  clerk,  bought  a  through  ticket  by  way 
of  New  Orleans,  San  Antonio  and  Eagle  Pass.  Take  the  above 
case  as  an  illustration. 

Would  it  not  be  better  for  each  railroad  to  have  a  column 
or  so  in  the  New  York  dailies,  as  fresh,  newsy  and  interesting 
as  any  department  store  advertising  ?  Could  not  the  cost  of  this 
be  made  up  from  the  saving  in  other  forms  of  advertising  ?  If 
a  man  wanted  to  travel  over  a  certain  railroad  would  not 
that  railroad's  full  column  give  him  all  the  information  need- 
ful ?  If  he  wished  to  go  somewhere  and  was  puzzled  as  to 
which  line  to  select,  would  not  the  several  column  ads  of  the 
several  railroads  help  him  ?  Is  there  not  too  much  attention 
given  to  pamphlet  advertising  on  the  part  of  railroads  and 
steamships  and  too  little  to  newspaper  advertising? 

Steamship  advertising  is  so  closely  allied  to  railroad  adver* 
tising  that  an  article  covering  one  also  covers  the  other. 

Dental  Advertising. 

The  average  dental  ad  is  a  nightmare.  What  is  nearer  a 
grinning  skull  than  a  hideous  black  and  white  effect,  supposed 
to  represent  human  jaws  and  teeth  ? 

Yet  we  see  this  monstrosity  constantly  staring  at  us  from 


How  To  Accomplish  It.  343 

advertising  columns,  and  at  times  wedged  in  between  the  upper 
and  lower  jaw  the  legend  : — 

ai^:g;g-:&©g.:&&:&:f-g:&&gg-:g:g=&g&gi^ 
g    GOLD  CROWNS  $5  UP.    g 

I  am  neither  hyper-sensitive  nor  blunted  in  my  conceptions. 
I  think  I  see  things  as  they  are,  and  by  this  time  I  ought  to  be 
able  to  tell  good  from  poor  advertising,  and  I  want  to  again 
write  with  the  full  force  of  this  stub  pen  that  the  average  dental 
ad  is  an  eyesore — a  nuisance — a  driver  away  of  trade — an  adver- 
tising excrescence  that  should  wither  and  disappear  under  the 
fullest  force  of  advertising  criticism  and  advertising  intelligence. 

There  is  hope.  A  series  of  decent,  clean  cut  and  business 
bringing  dental  ads  have  made  their  appearance  in  the  New 
York  papers,  and  here  is  reproduced  one  from  the  Times  : — 


DENTISTRY. 

Every  man  who  makes  a  success  has  some 
ideas  peculiar  to  himself.  The  corps  of  spec- 
ialtists  under  my  direction  have  been  trained 
according  to  my  ideas.  They  work  as  I  want 
them  to  work. 

My  extensive  dental  experience  of  twenty- 
three  years  in  college  teaching  and  private 
practice  qualifies  me  to  select  proper  men  for 
the  different  branches  of  dentistry,  and  to  direct 
them  in  their  work. 


Silver  fillings,  Sl.OO.  Gold  and  platinum  alloy,  $1.50.  Pure 
Gold,  82.00  up.  (Told  crowns,  85,87.50,  iflO.  according  to  the  amount 
of  gold.  Artificial  Teeth,  88,  810,  812,  815.  Painless  extraction 
included. 


Edward  Everett  Cady,  D.  D.  S. 

857  Broadway  (Cor.  17th  St.,)  Manhattiin. 
346  Fulton  St.  (Cor.  Borum  PI.)  Brooklyn. 


344  Successful  Advertising 

Now  here  is  an  ad  that  makes  an  impression — the  impres- 
sion that  the  writer  knew  what  he  was  talking  about,  and  said 
it  in  a  manner  that  appealed  to  reason.  All  objectionable 
features  are  eliminated. 

I  never  had  the  pleasure  of  meeting  Edward  Everett  Cady, 
D.  D.  S.,  Dor  transacting  any  business  with  him  whatever,  but 
I  have  had  the  pleasure  of  reading  a  great  many  of  his  ads,  and 
they  struck  me  as  being  remarkably  clean  cut,  interesting  and 
well  expressed. 

He  should  be  encouraged,  and  so  should  all  good  dental  ad- 
vertisers. 

The  average  dentist  inserts  in  his  local  paper  a  cut  showing 
a  ghastly  and  ghostly  pair  of  wide  open  teeth  and  a  few  display 
lines  at  the  top,  middle  and  bottom,  saying  something  like  this  : 


I  tried  one  Broadway  dentist  and  was  convinced  that  his 
painless  method  was  very  painful.  He  filled  a  tooth,  and  during 
the  process  I  became  gradually  imbued  with  the  idea  that 
one  of  the  subway  steam  drills  wasgrindingly,  roariugly  and  re- 
morselessly drilling  through  my  jaw  clean  up  to  my  think  tank, 
and  having  reached  the  seat  of  learning,  my  agony  became  so 
intense  and  ideas  so  confused  that  the  room  seemed  a  whirling 
mass  of  drills,  while  the  air  was  surcharged  with  a  thousand 
whirling  noises.     Finally  he  finished. 

"  I  thought  you  said  your  method  was  painless  ?"  I  asked 
him. 

"  Well  it  was — to  me  !"  he  answered  as  he  pocketed  the  fee. 

But  to  get  back  to  the  advertising.  Why  cannot  every 
dentist  that  advertises  content  himself  with  a  series  of  short,  crisp 
talks  as  to  his  methods — how   his  gold  is  pure  gold  and  not 


How  To  Accomplish  It.  345 

gold  with  alloy — how  his  artificial  teeth  are  made  to  wear  for 
years — how  he  reduces  pain  to  a  minimum  by  the  use  of  the 
very  latest  and  best  appliances  and  discoveries — how  reasonable 
are  his  prices,  and  all  the  features  that  any  clever  advertising 
man  could  point  out  for  him  ? 

Classified   Advertising. 

When  you  see  the  classified  advertising  columns  of  the 
metropolitan  daily  and  Sunday  papers,  you  see  the  zenith 
of  that  popular  form  of  advertising. 

Of  course  we  all  appreciate  the  uses  of  classified  columns, 
and  it  is  not  the  purpose  of  this  article  to  tell  the  reader  that 
when  he  has  a  house  for  sale  he  should  use  the  "real  estate" 
column — when  he  wishes  a  clerk  he  should  use  the  "  help 
wanted"  column — when  he  has  a  business  for  sale  he  should 
use  the  "business  opportunities"  column,  and  so  on. 

But  there  are  certain  features  of  classified  advertising  that 
some  advertisers  are  not  so  clever  on  as  are  others.  Mail  order 
advertisers  in  particular  are  keen  judges  and  good  users  of  class- 
ified advertising.  Concerns  wishing  agents  are  liberal  users  of 
the  classified  columns  of  advertising,  so  are  many  brokers,  fiscal 
agents  and  financial  men. 

If  you  have  an  article  that  you  wish  advertised  broadcast 
and  do  not  care  to  spend  a  small  fortune  in  newspaper  display 
(which  eats  up  money  as  an  elephant  gobbles  up  a  meal),  pre- 
pare a  two,  three  or  four-line  ad — eight  words  to  a  line — and 
have  it  read  so  that  it  will  fit  under  a  "  business  opportunities," 
"help  wanted,"  "financial,''  or  whatever  classified  heading 
under  which  you  wish  it  to  run.  Take  this  ad  around  to  an 
advertising  agent,  who  makes  a  feature  of  classified  advertising, 
and  ask  him  to  give  you  a  list  of  papers  with  prices.  You  will 
be  surprised  at  the  bargain  you  will  get.  You  will  notice  for  a 
comparatively  small  sum  you  will  get  in  a  list  of  papers  that 
reach  a  million  or  more  readers. 

Many  stock  brokers  wanting  agents  in  cities  and  towns  obtain 
lump  rates  on  the  "business  opportunities"  columns  in  a  list 
of  papers.  One  ad,  one  order  and  one  check  does  the  business, 
and  the  ad  simultaneously  appears  in  scores  of  leading  papers. 


346  Successful  Advertising 

Mail  order  advertising  men  use  the  classified  columns  so 
liberally  that  one  can  scarcely  pick  up  a  daily  or  Sunday  paper 
without  seeing  their  string  of  alluring  offers. 

Salesmen  are  much  in  demand.  Therefore  ads  for  sales- 
men are  very  familiar.  Usually  such  ads  are  simultaneously 
spread  broadcast  through  the  services  of  an  advertising  agent  to 
greet  the  eyes  of  thousands  of  ambitious  young  men  at  the 
same  moment. 

Here  are  two  points  in  favor  of  classified  ads: — 

They  usually  cost  less  than  display  ads. 

They  are  more  likely  to  be  read  by  those  interested  than 
display  advertising  for  they  get  in  the  column  that  people  look 
to  for  just  such  ads. 

Classified  advertising  columns  have  been  used  with  great 
success  in  retail  advertising.  The  great  business  built  up  a  few 
years  ago  in  Boston  by  Wilson  Brothers,  retailers  in  clocks, 
watches,  jewelry,  etc.,  was  due,  in  a  large  measure,  to  tlie 
extraordinary  liberality  with  which  they  used  about  all  the 
classified  columns  of  the  Boston  papers. 

What  Percentage  to  Spend  in  Advertising. 

Here  is  an  important  subject. 

The  wisest  heads  in  the  business  world  have  been  scratched 
and  rubbed  many  and  many  a  time  in  endeavors  to  find  inspira- 
tion upon  so  intangible  a  subject. 

For  it  is  an  intangible  subject — bounded  by  no  set  rules 
and  with  only  the  track  of  common  sense  and  the  individual 
requirements  of  a  business  to  follow. 

Retail  houses  spend  from  two  to  ten  per  cent  of  their  busi- 
ness in  advertising.     The  average  expenditure  is  three  per  cent. 

With  a  new  retail  business — a  new  store  or  a  new  depart- 
ment the  advertising  expenditure  is  frequently  in  the  vicinity 
of  ten  per  cent. 

In  a  town  where  the  competition  is  keen  and  advertising  is 
vigorous  the  advertising  expenditure  is  ver}'  often  found  from 
seven  to  ten  per  cent. 

Under  the  direction  of  an  aggressive  advertiser  you  will 


How  To  Accomplish  It.  347 

frequently  find  that  the  advertising  expenditure  for  even  a  well 
established  business  ranges  from  five  to  seven  per  cent. 

These  percentages  are  high  yet  considering  the  influence  of 
advertising  and  the  necessity  for  it  in  this  age  who  will  call 
them  extravagant  business  expenditures? 

The  average  expenditure  is  three  per  cent. 

In  an  article  upon  "  Advertising  the  Circus  "  which  appears 
elsewhere  you  will  see  that  the  Advertising  Manager  of  that 
institution  spends  from  thirty-five  to  forty  per  cent,  of  the  gross 
receipts  in  advertising. 

There  is  advertising  with  a  vengeance  !  But  these  people 
know  their  business. 

The  most  successful  patent  medicine  and  proprietory  article 
advertising  men  are  those  who  apparently  poured  their  money 
like  water  into  the  advertising  trough. 

Some  may  be  wasted  but  most  of  it  comes  back. 

The  advertising  appropriation  of  a  big  live  business  is  very 
much  like  an  accordion — open  to  the  widest  with  the  expendi- 
tures under  some  circumstances  and  closed  up  tight  and  hard 
upon  other  occasions. 

The  weather — the  seasons— the  styles — the  moods  of  the 
people — geographical  conditions — market  fluctuations  and  thou- 
sands of  causes  gauge  the  advertising  outlay. 

You  will  find  plenty  of  general  advertisers  who  spend 
twenty,  thirty  and  forty  per  cent,  of  their  receipts  in  advertising. 

In  order  to  give  a  new  business  a  start  you  must  shut  your 
eyes  to  advertising  expenditures  and  consider  only  the  growth 
that  advertising  will  surely  bring — provided  other  conditions 
are  equal. 

In  order  to  galvanize  life  into  a  sleeping  business  you  must 
apply  the  electrical  current  of  advertising  with  a  strong  stream. 

"Economical"  advertising  is  in  too  many  cases  money 
wasted.  Advertising  is  a  force  that  cannot  be  measured  by 
pints  or  quarts,  ounces  or  pounds,  inches  or  yards. 

But  for  the  average  retail  business  we  know  that  three  per 
cent,  is  a  fair  expenditure  for  advertising. 


848  Successful  Advertising 


Advertising  a  Printing  Establishment. 

A  great  many  printers  send  around  a  huge  calendar  "  to  the 
trade"  once  a  year  and  "let  it  go  at  that.'' 

A  great  many  printers  content  themselves  with  the  simple 
imprint  of  their  names  upon  all  work  they  do. 

A  few  printers  understand  and  apply  the  possibilities  of 
advertising  beyond  the  blotter  and  calendar  stage.  The  writer 
of  the  following  belongs  to  this  class  : 


Our  t 

Printing  is  neat,  clean  and  at  once  makes  I 


i  a  goc.d  impression.     We  employ  Union    men  | 


i  — pay     Union    wages — are     content     with    a  | 
I  small  profit,  and  we  see  X 

I  That  Every  Customer  | 


Is  Satisfied.  J 

-t 


The  above  small  ad  was  clipped  from  a  local  paper  published 
in  a  small  Pennsylvania  town.  I  warrant  that  advertiser  is 
doing  the  printing  business  of  his  town.  No  one  will  gainsay 
that  local  newspaper  advertising  will  help  every  legitimate  busi- 
ness and  certainly  printing.  But  most  printers  think  of  the 
cost — shudder — then  go  on  in  their  usual  rut. 

Why  not  do  as  the  retailer — spend  two,  three  or  four  per 
cent,  of  the  gross  business  to  advertising  in  the  local  newspaper  ? 

That  is  the  plan  ! 

Every  time  the  business  man  picks  up  his  local  paper  he 
sees  the  ad  of  his  fellow  townsman  and  good  printer  only  to 
conclude  that  this  printer  must  be  an  enterprising  chap  and 
worthy  of  patronage. 

Apart  from  the  local  paper  advertising,  a  system  of  cards, 
leaflets  and  booklets  can  be  operated  with  advantage.  One 
week  the  merchant  may  receive  a  card  in  his  mail  from  enter- 
prising Mr.  Printer,  next  week  he  may  receive  a  nicely  worded 
printed  typewritten  letter  calling  attention  to  Mr.  Printer's 
work  in  that  line,  next  week  a  tasty  leaflet  may  float  along — 


How  To  Accomplish  It. 


349 


all  harping  upon  good  work,  good  stock,  prompt  deliveries  and 
moderate  prices. 

On  my  desk  at  this  moment  is  a  good  piece  of  advertising 
from  a  New  York  printer  in  the  shape  of  a  leaflet : 

Let  Us  Do  Your  Printing. 

Give  us  one  trial — simply  one  order,  just  to 
show  you  what  we  can  do  and  how  cheap  we 
can  do  it — and  the  chances  are  that  you  will 

STAY  WITH   us. 

Our  prices  are  cheap  but  not  our  work.  It 
is  work  that  you  would  expect  to  pay  much 
more  for,  but  as  we  get  a  lot  of  it  we  save 
PRICES.  When  we  promise  to  deliver  work  at 
a  certain  time  it  is  delivered  AT  THAT  time. 
When  we  promise  certain  type,  certain  stock  and 
certain   effects   OUR  promises  are  fulfilled. 

For  we  are  printers  that  from  long  and  earnest 

study   KNOW   OUR   BUSINESS. 


Some  printers  send  out  "type  cards''  or  "type  books," 
which  show  the  various  type  styles  and  sizes  carried.  This  is 
also  a  good  idea,  as  it  makes  an  impression  as  to  the  resource- 
fulness of  the  printer. 

There  is  no  advertising  so  potent  as  good  work,  once  it  is 
known,  but  more  often  than  not  the  knowledge  on  this  subject 
is  not  as  widely  diffused  as  it  should  be.  Here  is  where  adver- 
tising should  step  in  to  make  known  far  and  wide  the  merits  of 
good  printing. 

Almost  every  printer  can  so  express  himself  on  paper  that 
he  can  produce  fairly  good  ads.  If  he  cannot  he  should  find 
somebody  inside  or  outside  his  establishment  who  can  write 
snappy  business-like  ads. 

At  any  rate  a  printer  should  give  all  the  advertising  in  the 
shape  of  cards,  circulars,  etc.,  the  right  typographical  appearance 
which,  in  itself,  is  most  important  in  making  an  advertising  im- 
pression. With  such  the  business  man  can  tell  at  a  glance 
whether  or  not  the  printer  shows  judgment  with  artistic  sense. 


350  Successful  Advertising 


Advertising  a  Town  or  City. 

The  work  of  the  Merchants'  Association  in  advertising 
New  York  as  a  mercantile  centre  is  so  well  known  to  business 
men  all  over  the  world  that  it  is  not  necessary  here  to  dwell 
upon  it  beyond  using  this  fact  as  an  excellent  illustration  of 
what  can  be  accomplished  by  a  preconcerted  effort  on  the  part 
of  leading  citizens  of  any  town  or  city. 

The  Merchants'  Association  has  spread  the  fame  of  New 
York's  wholesale  markets  in  every  corner  of  America.  It  has 
secured  rate  concessions  from  leading  railroads  and  its  practical 
results  in  the  shape  of  delegations  of  hundreds  of  retail  buyers 
and  merchants  from  states  far  and  near  can  be  seen  by  anyone 
interested  enough  to  visit  the  Broadway  Central,  Imperial, 
Waldorf-Astoria  and  other  New  York  hostelries  during  buying 
seasons. 

Leading  citizens  of  Cripple  Creek,  Colorado,  had  an  adver- 
tising plan  submitted  to  them  by  a  New  York  advertising 
specialist.  The  object  of  this  idea  was  to  let  Eastern  investors 
know  the  great  mineral  resources  of  Cripple  Creek  and  was 
the  subject  of  much  favorable  comment. 

The  Clinton  (la.)  Herald  recently  urged  lowans  to  make 
known  to  the  world  at  large  the  resources  of  Iowa  to  farmers, 
miners,  manufactureres  and  business  men.  The  article  said 
in  part  : — 

"  Iowa  has  advantages  in  the  way  of  manufacturing  that 
are  possessed  by  few  States,  but  they  have  been  so  carefully 
concealed  that  the  men  who  manage  the  great  manufacturing 
plants  of  the  countrj^  have  never  been  particularly  well  informed 
of  the  fact.  An  Eastern  man,  passing  through  this  State  on  a 
Northwestern  train,  observing  a  branch  line  running  south 
from  Belle  Plaine,  asked  a  fellow  passenger  where  it  led  to,  and 
being  informed  that  it  was  a  coal  line,  seemed  surprised  and 
inquired,  "Are  there  coal  mines  in  Iowa?"  He  expressed 
wonder  when  told  that  almost  half  of  the  State  is  underlaid 
with  fine  veins  of  coal. 

"  It  is  not  the  especial  duty  of  the  State  to  advertise  the 


How  To  Accomplish  It.  351 

resources  of  the  country,  yet  it  might  well  do  something  in  that 
line.  States  have  boards  of  immigration  when  they  have  vacant 
lands  but  that  time  has  passed  in  Iowa." 

Such  organizations  as  the  National  League  of  Improve- 
ment Associations  of  Springfield,  Ohio,  not  only  exist  for  the 
purpose  of  making  America  beautiful  but  also  advertise  which- 
ever section  of  America  it  may  work  in  in  a  most  business  like 
way.     Read  the  following — clipped  from  its  literature  : — 

"  Organized  purely  as  an  educational  movement,  the  League 
has  proved  a  decidedly  successful  business  'boomer,'  both  for 
'  the  trade  '  directly  concerned  in  the  sale  of  plants,  seeds, 
paints,  paper  and  decorating  supplies,  and  also  on  a  broader 
scale  touching  larger  interests.  Landscape  gardeners,  manufac- 
turers, architects,  contractors,  real  estate  dealers  and  many 
others  are  financially  interested. 

''  Already  special  campaigning  in  a  given  city  has  resulted 
in  the  sale  of  the  entire  stock  of  every  local  florist.  In  another 
city  an  average  of  fifty  per  cent  advance  in  real  estate  has  fol- 
lowed the  agitation  of  an  improvement  association  in  a  section 
containing  ten  or  twelve  thousand  inhabitants.  One  of  the  fore- 
most paint  manufacturing  concerns  is  now  using  a  splendidly 
illustrated  booklet  exploiting  its  products  in  relation  to  this 
new-born  movement.  The  League  plans,  agitates  and  organizes. 
It  unites  school  people,  influential  citizens,  commercial  bodies 
and  other  groups  in  a  way  that  awakens  interest  in  every  home. 

"  The  League  is  an  investment,  not  a  charity,  and  a  proposi- 
tion to  support  it  is  purely  a  business  matter.  An  organization 
formed  for  similar  purposes  among  manufacturers  is  largely  sup- 
ported by  prominent  firms  whose  efforts  are  thus  brought  to  the 
attention  of  an  interested  public. 

"The  League  prepares  booklet,  magazine  and  leaflet  issues  ; 
arranges  copy  and  illustrations  for  hundreds  of  periodicals, 
provides  lectures  and  lantern  slides  for  towns  and  assemblies ; 
secures  the  organization  of  local  leagues  and  the  enlistment  of 
commercial  bodies  and  public  spirited  citizens." 

There  is  not  a  state  in  the  Union  and  scarcely  a  town  or 
city  in  it  but  cannot  be  benefitted  by  a  regular  advertising  bureau 
organized  and  operated  for  that  purpose. 


352  Successful  Advertising 

Of  course  the  principal  help  is  the  local  press  and  such  aid 
can  be  enlisted  in  nine  cases  out  often,  provided  the  situation  is 
put  in  the  proper  light  before  editors.  A  certain  amount  of 
advertising  in  publications  could  be  contracted  for  with  every 
feeling  that  such  an  outlay  is  wise  because  business  bringing 
and  legitimate. 

Booklets,  maps  and  letters  should  be  sent  to  inquirers  and 
carefully  culled  lists  of  names. 

Efforts  should  be  made  to  interest  railroads  in  securing 
special  rates. 

Efforts  should  be  made  to  interest  hotels  in  quoting  special 
prices. 

Efforts  should  be  made  to  interest  leading  citizens  in  the 
propaganda  movement. 

For  the  success  of  the  town,  city  or  state  is  their  success. 

Efforts  should  be  made  tosecure  the  presence  of  conventions. 

Efforts  should  be  made  to  secure  the  presence  of  men  of 
national  reputation  upon  convention  and  other  leading  occasions. 

Advertising  a  Resort, 

The  presence  of  an  up-to-date  press  agent  every  day  during 
the  season  at  a  summer  resort  is  an  idea  that  time  and  time 
again  has  struck  with  force  the  managers  of  such  places. 

And  why  not  ? 

The  only  way  the  great,  outside,  work-a-day,  stay-at-home 
world  learns  of  such  resorts  is  by  advertising. 

The  advertising  may  be  in  the  form  of  a  sea  serpent  story. 

The  advertising  may  be  in  the  form  of  a  regular  news  item. 

The  advertising  may  be  in  the  form  of  a  half  column  of 
"Society  news"  in  a  metropolitan  Sunday  paper. 

The  advertising  may  be  in  the  heart  to  heart  talk  of 
Mr.  Jones  to  Mr.  Brown  regarding  the  atrocious  costumes  she 
saw  on  the  promenade. 

The  advertising  may  be  in  the  heart  to  heart  talk  of  Mr. 
Jones  to  Mr.  Brown  anent  the  burning  question  of  heavy  checks 
that  their  wives'  summer  outing  demands. 

It  is  all  advertising. 

You  cannot  get  away  from  the  force  of  advertising — a  force 


How  To  Accomplish  It.  sr>z 

that  loses  not  one  iota  of  strength  when  considered  in  its 
relation  to  summer,  winter  or  any  other  season  resort. 

How  to  advertise  ? 

If  I  owned  a  resort,  as  Mr.  Bradley  owns  Asbiiry  Park,  I 
would  employ  a  competent  advertising  man  for  the  season  and 
two  months  before  the  season  opened.  These  two  months  could 
be  given  to  a  preparation  of  "copy."  This  "copy"  would 
include  news  items  and  advertisements.  At  the  beginning  of 
the  season  the  papers  would  blossom  out  with  these  efforts  and 
throughout  the  season  the  advertising  man  would  be  kept  busy 
in  his  efforts  to  keep  up  the  publicity.  The  advertising  man 
should  endeavor  to  enthuse  hotel  proprietors,  boarding-house 
keepers,  restaurant  managers  and  entertainment  enterprises  in 
walking  the  advertising  march  with  military  precision. 

He  could  do  it — the  right  kind  of  a  man  ! 

When  the  season  is  fully  under  way  and  the  newspaper 
correspondents  begin  to  come  he  should  be  expected  to  "  take 
care  of  them  "  in  the  way  of  accommodation,  information  and 
entertainment.  Should  they  run  short  of  something  to  write 
about  he  should  smile,  bow,  and  with  a  Chesterfieldian  air  hand- 
out neatly  typewritten  stories  so  well  constructed  and  with  such 
a  back  ground  of  actuality  behind  them  that  they  will  be  grate- 
fully received  on  the  spot.  If  needs  be  the  advertising  bureau 
could  prepare  the  advertising  of  the  various  hotels,  boarding- 
houses  and  attractions  as  well  as  provide  suitable  lists  of  names 
to  which  this  advertising  may  be  addressed. 

Advertising  a  School. 

The  principal  prop  to  the  advertising  structure  in  this  case 
is  the  catalogue  or  booklet.  (Whether  it  is  a  booklet  or  cata- 
logue, it  is  usually  called  a  catalogue).  Naturally  its  prepara- 
tion is  a  matter  of  more  than  passing  care  and  study. 

The  author  of  such  a  work  first  analyzes  the  good  points  of 
an  educational  institute.  He  propounds  a  series  of  questions 
after  this  order  : — 

How  is  the  location?     It  is  on  high,  dry  ground. 

How  are  the  health  conditions  ?  Very  good.  There  are  no 
malaria,  typhoid  or  such  fevers  as  are  induced  by  impure  air, 
23 


354  Successful  Advertisinof 

poor  water  and  defective  drainage.  As  a  rule,  the  healtti  of  our 
pupils  is  excellent.     We  have  a  doctor  on  the  premises. 

How  are  the  surrounding  conditions — scenic  and  otherwise  ? 
The  scenery  is  beautiful.  (Describe  the  scenery).  The  town 
is  three  miles  distant.  (Describe  briefly  the  immediate  sur- 
roundings). 

How  is  your  place  reached?  (Describe  the  various  railroads 
running  to  your  vicinity). 

What  comprises  your  course  of  studies?     (Detail  them). 

Who  are  your  teachers  and  what  are  their  qualiScations? 
(Detail  this  fully  in  answering). 

What  are  your  terms?  (Give  terms  for  full  course  and 
special  course.     Include  with  this  living  and  incidental  expenses). 

In  what  special  features  does  your  school  excel  others? 
(Study  this  carefully  for  it  is  an  important  advertising  argument). 

How  long  does  it  require  a  student  to  take  a  course? 
(Answer  fully). 

How  many  pupils  do  you  usually  have?    (Answer). 

What  recreations  can  you  give  pupils?  (Answer  in  detail 
as  this  is  a  feature  in  which  youngsters  are  interested). 

When  are  your  vacations  and  holidays?     (Tell  them). 

The  catalogue  maker  writes  down  all  this  information  and 
whatever  else  he  may  consider  important.  He  studies  the  sub- 
ject again  and  again — adding  a  fresh  thought  here — eliminating 
a  paragraph  or  sentence  there,  and  presently  he  has  the  facts 
desired  in  complete  get-at-able  form. 

In  the  meantime  he  has  some  illustrations  made — usually 
half-tones — showing  interior  and  exterior  views  of  the  institution. 

Then  he  proceeds  to  write  out  in  full  his  catalogue. 

His  first  draft  is  rarely  satisfactor} — his  second  better,  but 
still  not  up  to  the  mark — the  third  is  near  perfection,  and  about 
the  fourth  or  fifth  time  he  feels  that  the  letter-press  is  all  it 
should  be. 

The  pictures  are  worked  in  where  they  should  go — the  final 
typographical  and  literary  touches  are  marked,  then  it  goes  to 
the  printer. 

At  this  juncture  let  me  emphasize  the  importance  of  giving 
the  book  to  A  Good  Printer. 


How  To  Accomplish  It.  355 

A  poorly  printed  catalogue  of  any  thing  is  a  poor  salesman. 
It  misrepresents  instead  of  represents. 

The  printing  of  advertising  matter  emanating  from  an 
educational  fount  of  any  kind  should  be  scholarly,  dignified, 
business-like  and  impressive.  A  poor  printer  cannot  give  such 
printing. 

Before  the  catalogue  is  ready,  take  out  the  vital  points  and 
compress  them  in  one,  two  or  three-inch  ads.  Write  and  rewrite 
these  ads  with  the  utmost  care,  for  they  go  where  every  agate 
line  is  expensive  and  where  every  line  counts. 

The  advertising  for  publications  usually  goes  through 
advertising  agents — the  best  course. 

Having  gotten  through  with  the  catalogue  and  advertising, 
the  next  point  is  the  correspondence — a  most  important  point, 
for  few  pupils  come  until  several  letters  have  passed. 

Advertising  a  Bakery. 

Very  few  bakers  think  it  worth  while  to  advertise. 

In  fact,  most  bakers  never  give  advertising  a  thought,  save 
to  wonder  at  it  with  the  peculiar  outside  view  of  those  who 
know  nothing  whatever  about  the  subject.  Which  view  is  gen- 
erally expressed  in  the  stupid  query  :  "  How  in  the  world  does 
Smith  get  back  the  money  he  spends  in  advertising?" 

The  self-same  Smith  may  annually  spend  a  small  fortune 
in  advertising,  but  he  makes  this  outlay  return  a  handsome 
dividend.  Advertising  pays  Smith  because  advertising  makes 
known  the  merits  of  his  offerings.  As  an  inevitable,  logical 
result  more  people  know  about  (and  naturally  patronize)  Smith 
and  his  bake  shop  than  are  acquainted  even  with  the  fact  that 
his  rival,  and  non-advertiser,  Brown,  is  in  business. 

Generally  the  progressive  advertiser  is  a  progressive  busi- 
ness man.  Because  he  is  the  latter,  he  is  the  former.  His  estab- 
lishment, foods  and  business  methods  are  superior  to  his  rivals'. 
With  good  advertising,  good  business  methods  and  a  good 
establishment  in  his  favor,  the  progressive  man  has  every  favor- 
ing wind  of  business  in  his  sails. 

People  micst  eat ! 

The  baker  must  be  patronized. 


856  Successful  Advertisings 

The  glove  man,  the  shoe  man,  and  even  the  clothing  man 
may  be  passed  by,  but  the  baker — never  !  He  is  a  constant 
necessity.  The  baker  is  as  important  an  institution  in  a  com- 
munity as  a  supply  of  drinking  water. 

In  a  community  are  nearly  always  several  bakers.  If  their 
products,  business  methods  and  establishments  are  on  a  par, 
the  only  way  for  one  to  take  the  most  prominent  place  is  by 
advertising. 

How  should  he  advertise? 

Doubtless  he  can  use  his  local  paper  to  advantage.  If  so, 
he  can  tell  his  fellow-townsmen  (and  their  wives)  in  several 
kinds  of  ways  about  the  light,  flaky,  crusty  pies  he  makes ; 
the  delicious,  wholesome  bread  he  bakes ;  the  crisp,  palatable 
biscuits  he  turns  out,  and  the  hygienic  conditions,  as  well  as  the 
up-to-date  machinery  and  methods  employed  in  producing  these 
various  foods.  He  can  speak  of  prices  as  well  as  any  other 
advertiser,  for  does  not  every  household  consider  the  financial 
end  of  any  sort  of  an  investment  ? 

I  know  a  baker  in  New  York  City,  who  has  "a  bargain 
day" — which  day  happens  to  be  Saturday,  and  I  further  know 
that  this  "bargain  day"  is  a  pronounced  success.  Women 
come  scores  of  blocks  to  his  Saturday  sales  and  secure  their 
Sunday  supplies  of  bread,  pies,  cakes,  biscuits,  rolls,  etc. 

Some  of  the  conditions  under  which  a  bakery  is  run  are 
abhorent.  Right  here  in  highly  civilized  New  York  City  are 
bakeries — the  sight  of  which  would  effectually  kill  the  appetite 
of  a  pile-driver.  The  up-to-now  baker  could  talk — with  interest 
to  his  patrons  and  advantage  to  his  business — of  the  cleanliness 
of  his  workers,  machinery,  workrooms,  store,  delivery,  and 
every  phase  of  handling  his  breads  and  other  foodstuffs. 

Circular  advertising,  novelty  advertising  and  card  adver- 
tising can  be  used  from  time  to  time  to  supplement  his  local 
newspaper  advertising,  which  is  the  best,  for  it  gets  before  most 
of  the  people  to  whom  he  wishes  to  sell. 


How  To  Accomplish  It.  357 


Financial  Advertising. 

Advertising  Stocks. — Now-a-days  there  is  a  tremendous  lot 
of  financial  advertising  spread  broadcast.  It  looks  at  you  from 
the  columns  of  your  morning  paper — it  is  in  evidence  in  your 
favorite  weekly  and  it  is  also  carried  by  about  every  magazine. 
Persuasive  prospectuses,  carefully  constructed  circulars,  and 
well-worded  letters  travel  in  large  quantities  through  the  mail. 

This  branch  of  advertising  has  developed  into  a  great  busi- 
ness by  itself,  and  will  see  still  greater  development.  The 
wealth  and  restless  energy  of  this  country  are  constantly  pro- 
jecting new  enterprises  in  the  form  of  stock  companies.  In 
order  to  sell  stock  in  these  enterprises,  advertising  must  be  done 
— the  only  exception  is  where  the  stock  is  taken  in  blocks  by 
persons  rich  enough  to  do  so  and  sufficiently  familiar  with  the 
situation  to  make  advertising  unnecessary. 

The  advertiser  of  stocks  apportions  a  certain  amount  of 
money  for  advertising  in  publications — for  prospectuses — for 
circulars  or  booklets  and  for  correspondence.  He  selects  the 
papers  that  he  thinks  will  reach  the  most  desirable  people  who 
may  be  induced  to  invest.  In  preparing  the  advertisements  he 
is  guided  altogether  by  the  nature  of  the  investment — whether 
ultra-conservative  or  otherwise.  He  mentally  dwells  upon  the 
promising  profits  of  the  enterprise,  and  substantiates  this  with 
facts  and  figures.  He  speaks  of  the  ability  and  personnel  of  the 
officers  and  directors.  He  tells  the  amount  of  the  capitalization 
under  which  the  company  is  incorporated,  the  par  value  of 
stock  (whether  common  or  preferred),  and  its  selling  price.  In 
fact,  he  gives  in  a  well-written  summary  the  ideas  that  are 
detailed  more  fully  in  the  prospectus,  which  will  be  sent  to  who- 
ever responds  to  the  advertisement.  His  advertising  campaign 
is  usually  well  considered  and  executed — generally  with  the 
assistance  of  an  experienced  advertising  man. 

Advertising  Bonds. — There  is  a  form  of  advertising  much 
more  conservative  than  advertising  stocks.  Bonds  are  sup- 
posed to  be  gilt-edged  investments  that  do  not  require  any  great 
urging  to  sell.     The  value  of  a  stock  may  be  doubtful,  but  the 


358  Successful  Advertising 

value  of  a  bond  is  always  something — backed  by  securities  to 
make  it  so.  In  advertising  bonds,  adjectives  are  at  a  discount, 
and,  as  a  rule,  but  the  bare  facts  are  given.  This  applies  to  the 
prospectus,  circulars  and  letters  that  may  be  sent  out  regarding 
the  bonds. 

Prospectuses.— To  write  a  good  prospectus  requires  such  a 
high  order  of  capacity  that  few  writers  are  competent  for  the 
task.  It  must  be  ample  in  information,  yet  concise  in  con- 
struction— enthusiastic  in  its  tone,  yet  conservative  in  its  utter- 
ances and  suggestive  of  profitable  possibilities  beyond  the  actual 
statements  made,  yet  never  at  any  time  stepping  beyond  the 
boundaries  of  actual  facts. 

Usually  the  writer  first  mentions  the  company,  then  its 
capitalization,  the  state  under  which  it  is  incorporated,  the  par 
value  of  shares,  the  price  at  which  these  shares  are  offered,  and 
the  nature  of  these  securities.  Then  he  gives  the  names  of  the 
officers  and  directors,  and  whatever  remarks  he  thinks  advisable 
regarding  the  standing  and  ability  of  these  men.  Then  he  tells 
where  the  enterprise  is  located — its  nearness  to  railroads  or 
ocean  ports  and  bases  of  supplies.  He  gives  some  history  and 
geography  regarding  the  proposition,  then  proceeds  to  give 
some  facts  as  to  the  profits.  After  which  he  recapitulates  in  a 
paragraph  or  two  the  arguments  before  given,  which,  together 
with  the  price,  makes  the  prospectus  a  whole  and  convincing 
plea  for  the  proposition. 

Frequently  with  a  prospectus  are  gotten  up  a  number  of 
circulars  for  the  use  of  various  sub-agents  or  "fiscal  agents," 
who  agree  to  push  the  sale  of  the  stock  for  a  certain  considera- 
tion. And  a  "  follow-up  system  " — consisting  usually  of  three 
strong  letters — is  generally  put  in  operation  to  clinch  the  results 
of  the  advertising,  prospectus,  circularizing  and  letter  writing. 

Bankers'  and  Brokers'  Advertising.— The  advertising  of 

bankers,  brokers,  fiscal  agents  and  those  who  sell  bonds,  stocks 
and  securities  generally  varies  to  a  great  degree.  There  is  no 
question  that  advertising  is  valuable  to  them  and  appreciated  by 
the  great  mass  of  people  ready  to  enter  in  upon  financial  and 
speculative  enterprises.  There  is  also  no  question  but  that 
dignity   must   be   a    feature  of  such    advertising   and  extreme 


How  To  Accomplish  It.  359 

judgment  used  in  the  construction  and  placing  of  advertising. 
Some  of  the  world's  highest  intellects  are  engaged  in  financial 
enterprises,  and  as  advertising  now  is  a  most  important  factor  in 
such  operations,  it  stands  to  reason  that  the  advertising  put  out 
by  Wall  Street,  New  York  ;  State  Street,  Boston,  and  other 
financial  centres  must  be  a  product  carefully  considered  and 
eminently  qualified  to  fit  financial  needs. 

Advertising  Banks  and  Trust  Companies.— The  growth  of 

this  form  of  advertising  within  the  past  few  years  has  been 
most  marked.  Appeals  for  business  are  now  made  by  advertise- 
ments in  newspapers,  weeklies  and  magazines,  as  well  as  by  cir- 
culars and  booklets,  to  the  world  at  large,  by  banks  and  trust 
companies.  They  solicit  savings  accounts,  check  accounts, 
issue  letters  of  credit,  and  some  say  that  they  are  ready  to  look 
after  properties  as  administrators,  executors,  guardians  or 
receivers.  Some  advertise  to  offer  advice  on  investments,  and 
others  speak  of  the  importance  of  having  safe  deposit  boxes. 
Every  form  of  banking  business  is  receiving  an  advertising 
impetus — an  impetus  quite  in  harmony  with  twentieth  century 
conditions. 

Banks  and  trust  companies  have  something  to  offer  the 
community,  and  this  something  can  be  advertised  as  well  as 
anything  else.  Great  care,  however,  should  be  taken  to  see  that 
the  advertising  is  dignified  and  clean-cut.  Familiarism  and 
sensationalism  are  as  far  removed  from  banking  business 
methods  as  they  can  possibly  be  from  any  business  or  profession. 

Banking  by  Mai!.— Under  this  caption,  in  Advertising 
Schemes^  elsewhere  in  this  volume,  is  a  well  defined  plan  of 
banking  by  mail.  There  is  no  question  but  that  this  idea  will 
meet  with  favor  by  many  banks  and  investors. 

Value  of  Advertising  Novelties. 

Every  advertiser  must  at  some  time  or  another  appreciate 
the  fact  that  advertising  novelties  possess  marked  advertising 
(and  consequently  commercial)  value. 

While  this  form  of  advertising  by  no  means  compares  with 
substantial  advertising  like  newspaper  and  magazine  publicity, 
yet  it  is  distinctly  valuable. 


360  Successful  Advertising 

The  presentation  of  advertising  novelties  can,  from  time 
to  time,  be  well  considered  by  every  advertiser — big  or  little — 
local,  retail,  mail-order,  or  general.  To  detail  this  more  closely, 
it  may  be  said  : 

The  retailer  opening  a  new  store  can  give  out  advertising 
novelties  as  souvenirs  of  the  occasion,  and  by  doing  so  achieve 
a  distinct  hit. 

The  retailer  with  each  anniversary  of  his  business  can  give 
out  advertising  novelties  that  are  appropriate  to  each  occasion, 
and  each  occasion  will  be  heightened  by  so  doing. 

The  retailer,  during  openings  of  milliner^-,  feminine  gar- 
ments, dress  stuffs,  etc.,  can  add  to  the  impression  made  by  each 
opening  by  a  judicious  distribution  of  advertising  novelties. 

The  retailer,  during  the  warm  summer  months,  can  present 
his  patrons  with  fans,  thermometers,  umbrellas,  etc. — each 
article  bearing  his  advertising,  and  of  such  timely  value  that  it 
will  be  kept  by  recipients.  At  other  seasons  of  the  year  he 
can  also  make  good  business  hits  by  distributing  seasonable 
advertising  novelties. 

The  retailer,  during  the  progress  of  an  important  sale,  can 
add  to  its  effectiveness  by  giving  out  some  desirable  advertising 
novelty. 

Other  local  advertisers,  like  the  printer,  hotel  and  restaurant 
man,  butcher,  baker,  stationer,  etc.,  can  give  out  advertising 
blotters,  calendars,  stationery,  pens,  small  order  books,  memo- 
randum books,  and  other  little  knick-nacks  that  are  not  so  very 
expensive,  but  which  are  frequently  exceedingly  beneficial,  in 
creating  pleasant  feelings  in  the  minds  of  patrons. 

The  mail-order  advertiser  can  better  attract  attention  and 
hold  trade  by  occasionally  sending  out  advertising  novelties 
in  the  shape  of  coin-holders,  return-postal  cards,  return-order 
blanks,  match-boxes,  lead-pencils  and  other  articles,  which  may 
appear  trifling  to  some  minds,  yet  which  exert  a  general  bene- 
ficient  influence  in  increasing  trade. 

Newspapers  continually  add  subscription  and  advertising 
patronage  by  a  systematic  sending  out  of  advertising  novelties 
which,  in  conjunction  with  other  advertising  and  business 
methods,  "  do  the  business." 


How  To  Accomplish  It.  361 

The  general  advertiser — such  as  the  national  or  international 
advertiser  of  foods,  soaps,  perfumes  or  patent  medicines — finds 
it  good  business  policy  to  give  out,  from  time  to  time,  advertis- 
ing novelties  in  order  to  assist  the  execution  of  his  general 
advertising  scheme. 

The  man  who  attempts  to  build  up  a  business  by  the  dis- 
tribution of  advertising  novelties  alone,  stands  a  poor  show  of 
succeeding.  But  he  who  assists  his  newspaper,  magazine  and 
stronger  forms  of  advertising  with  the  timely  and  appropriate 
distribution  of  advertising  novelties,  can  well  deserve  being 
called  a  good  advertiser. 

Measures  in  Which  to  Set  Advertisements. 

In  setting  up  advertisements  the  matter  of  measure — in 
other  words,  the  width  in  which  the  advertisement  is  set,  often 
resolves  itself  into  a  very  important  proposition. 

A  measure  is  a  column  wide. 

A  half  measure  is  a  half  column  wide. 

Other  proportions  in  measures  equal  the  same  in  column 
widths. 

All  measures  look  alike  to  the  inexperienced  or  careless 
advertiser.  His  favorite  measure  is  a  full  column  wide.  He 
neither  understands  nor  appreciates  the  effect,  economy  and  im- 
portance of  expanding  to  a  double,  triple  or  quadruple  measure 
under  certain  conditions,  and  of  contracting  to  a  half  or  third 
measure  under  other  circumstances. 

The  more  one  becomes  familiar  with  advertising  the  more 
does  he  appreciate  this  detail  of  preparing  publicity. 

The  average — mind  you,  the  average  advertisement,  can  be 
set  in  full  measure — a  column  wide.  Were  all  advertisements 
set  in  this  measure  the  following  criticisms  could  be  justly  ap- 
plied : — 

There  would  be  a  sameness  to  the  advertising  which  would 
operate  against  its  eflfect  upon  the  public  mind — upon  its  business- 
bringing  powers. 

There  would  be  extravagance  in  instances  where  the  items  or 
paragraphs  would  not  fittingly  fill  out  the  space  taken. 

There  would  be  a  too  crowded  condition  of  affairs  when  the  items 
or  paragraphs  would  be  packed  too  solid  in  the  space  taken. 


362  Successful  Advertising 

Imporxant  advertising  subjects  frequently  demand  double,  triple 
(and  more)  measures.  When  these  wide  spaces  are  not  given  the 
advertising  suffers  and  a  business  blunder  is  the  result. 

In  retail  and  general  store  advertising  such  light  and  not 
particularly  profitable  articles  as  notions,  books,  ribbons,  linings 
and  knick-knacks  for  household  needs  can  frequently  go  in  half 
measure.  Here  is  an  instance  of  half  measure  matter  under  a 
measure  heading  : — 

f   DINNERWARE  CHEAP!    | 


fX    5-inch  PLATES,  pie  size,  C/^    --•-->-    x.t  .  rm^c     ^ -^ 

'k       each •'*' 

-                                                             Deep     SOUP     PLATES,  y^    ^ 
each '^    ^ 


W    6-inch  PLATES,  tea  size,  /C^ 
W       each "^ 


CUPS  and  SAUCERS,  pair  8c    ^ 
FRUIT   SAUCERS,   each  3c    '!* 


3K    7-inch   PLATES,    break-  'J^ 
^       fast  size,  each '^ 


Above  the  matter  is  compact,  readable  and  business  like. 
Notice  the  same  matter  all  set  full  measure.     Thus  : — 

f   DINNERWARE   CHEAP!   I 

^  5-inch  PLATES,  pie  size,  each OC  ^ 

^  6-inch  PLATES,  tea  size,  each Oc  W 

^  7-inch  PLATES,  breakfast  size,  each 7c  Jg 

p  8-inch  PLATES,  dinner  size,  each 8c  ^ 

^  Deep  SOUP  PLATES,  each 7c  ^ 

^  CUPS  and  SAUCERS,  pair 8c  j^ 

^  FRUIT  SAUCERS,  each 3c  jti 

In  the  above  case  the  matter  is  neither  compact,  readable 
nor  business  like.  The  abnormal  white  space  indicates  loose- 
ness— yes,  extravagance.  Besides  the  eye  is  not  assisted  by  the 
space  wasted. 

On  the  principle  that  certain  portions  of  the  advertisement 
should  be  set  in  Agate  or  Brevier  on  the  score  of  economy,  so 
should  it  be  set  in  a  less  space  than  a  full  measure. 

On  the  other  hand,  it  pays  to  break  rules  and  jump  across 
single,  double,  triple  or  even  quadruple  column  rules  in  order  to 
give  proper  display. 


How  To  Accomplish  It.  363 

The  experienced  advertiser  knows  when  such  conditions 
arise,  and  adjusts  his  advertising  widths,  or  measures,  ac- 
cordingly. 

Manufacturers    and     Wholesalers    Should     Help 
Retailers  with  Advertising. 

Years  ago  the  sale  of  a  patent  medicine  by  a  druggist  was 
regulated  by  the  amount  of  advertising  done  in  his  territory  by 
the  proprietors  of  the  patent  medicine.  If  it  was  liberally 
advertised  the  druggist  had  for  it  a  ready  sale,  if  not  it  had 
little  or  no  sale. 

The  same  condition  of  affairs  prevail  to-day  and  will 
always  prevail,  but  the  rule  is  being  widely  extended. 

The  retail  clothier  finds  without  any  advertising  on  his 
part,  that  there  is  an  active  demand  for  clothing  with  a  certain 
label.  This  is  because  the  manufacturers  of  this  clothing  dis- 
tribute broadcast  from  their  headquarters — be  they  in  New 
York,  Rochester,  Chicago  or  some  other  great  manufacturing 
centre — advertising  that  creates  a  demand  for  this  clothing 
everywhere. 

The  national  advertising  of  certain  makes  of  shoes  has 
given  them  a  reputation  that  exists  wherever  advertising 
reaches.  This  means  an  insistent  demand  for  these  shoes  and 
naturally  retailers  are  obliged  to  supply  this  demand. 

Certain  brands  of  shirts  and  neckwear  are  so  well-known 
through  widespread  advertising  that  the  haberdasher  with  any 
degree  of  pride  would  be  ashamed  to  admit  that  he  has  not 
these  goods  in  stock.  Therefore  he  is  obliged  to  carry  them — 
the  public  continually  cry  for  them — the  manufacturers  and 
wholesalers  are  always  working  at  pressure  to  supply  the 
demand  and  the  entire  business  operation  is  telling  testimony 
as  to  forceful  and  far-reaching  effects  of  advertising. 

As  for  foods,  why  the  advertiser  of  Presto  or  any  other  food 
touches  the  advertising  button  and  presto  !  it  straightway  has  a 
national  reputation  and  every  grocer  throughout  the  land  hears 
a  loud  call  from  his  customers  for  a  particular  food  and  he  feels 
himself  called  upon  to  lay  in  a  supply. 

The  old  time  methods  of  employing  commercial  travelers 


364  Successful  Advertising 

to  induce,  beg,  implore,  cajole,  threaten  or  entertain  retailers  in 
order  to  carry  certain  lines  are  rapidly  becoming  superseded 
with  this  application  of  broadcast,  yet  systematic  advertising. 

This  movement  is  capable  of  almost  indefinite  application. 
Practically  everything  eaten,  drank,  worn  and  used  is  suscep- 
tible of  advertising  by  the  manufacturers  with  the  view  of 
creating  a  demand  that  retailers  will  feel  themselves  obliged  to 
meet. 

Regarding  methods.  Let  us  take  the  case  of  a  Broadway 
manufacturer  of  clothing.  He  advertises  in  the  magazines  and 
newspapers.  He  issues  booklets  and  all  sorts  of  literature.  He 
gives  out  ready-made  cuts  and  advertisements  to  retailers  to  use 
in  their  local  advertising.  He  supplies  ideas  on  window  dress- 
ing, interior  displays,  sales,  openings  and  every  imaginable  sub- 
ject interesting  to  the  retailer  and  calculated  to  sell  his  clothing. 
He  may  spend  a  royal  fortune  every  year  in  so  doing,  but  he 
finds  that  after  deducting  the  old  time  expenses  of  drummers, 
presents,  discounts,  rake-offs,  entertainments,  etc.,  and  consider- 
ing the  immense  volume  of  trade  now  done,  his  advertising 
expense — great  as  it  may  seem — resolves  itself  into  an  invest- 
ment that  pays  a  handsome  dividend. 

Advertising  a  Pliotograph  Studio. 

The  proprietor  of  a  New  York  photograph  studio  and  the 
press  agent  of  a  metropolitan  theatre  met  and  talked  after  the 
manner  of  their  kind. 

After  a  while  the  photograph  man  gave  a  good  imitation  of 
a  man  doing  a  thinking  act. 

"Why  so  contemplative  ?  "  asked  the  press  agent. 

"  I  am  struck  with  a  great  idea  "  said  the  producer  of  photo- 
graphs and  as  he  continued  his  conversation  he  showed  that  he 
was  also  a  producer  of  ideas. 

"See  yon  fair  damsel,  blithely  tripping  along  the  Rialto  ? 
See  the  several  bevys  of  beautiful  womankind  that  pass  by  ? 
Seethe  swagger  stride  of  every  actor  that  moves  along?  See 
the " 

"Cut  it  out!     What's  your  idea  ?  " 

"  Not  so  fast — not  so  rude,  young  man  !     This  is  a  good 


How  To  Accomplish  It.  365 

idea  for  you — for  me.  All  these  people — these  renowned  actors 
and  famous  actresses — want  their  photographs  in  as  many 
papers  as  they  can  enter.  They  want  publicity — photographs. 
They  want  photographs — publicity.  They  want — well,  we'll 
give  it  to  'em." 

"  What  ?     How  ?  "  asked  the  press  agent. 

"  You  send  me  twenty  leading  people  from  your  unequalled 
star  cast.  I'll  give  them  each  a  dozen  photographs  for  nothing. 
They'll  jump  at  the  offer,  of  course.  Then  I'll  give  you  two 
dozen  photographs  of  each  actor  and  actress  with  the  under- 
standing that  you'll  send  my  photographs — and  my  photographs 
only — to  the  papers  and  magazines  with  your  regular  press 
notices.  When  these  photographs  appear  my  name  '11  appear  on 
each  and  presently  it  '11  be  known  to  hundreds  and  hundreds  of 
thousands  of  readers  as  that  of  a  leading  artist  in  the  photo- 
graphic line.    Oh  !    This  is  a  great  idea,  my  boy." 

"Good  idea — I'm  with  you"  enthusiastically  said  the  press 
agent. 

"  I'll  also  give  you  a  half  dozen  large  sized  crayons  if  you 
will  distribute  them  judiciously  about  your  foyer,"  continued 
the  photographer. 

The  ideas  as  conveyed  in  the  preceding  conversation  were 
put  in  execution  by  the  photographer,  aided  by  his  friend  and 
collaborater  the  press  agent.  The  magazines  blazoned  forth 
without  charge  the  name  of  the  photographer  every  time  one  of 
his  photographs  of  a  dramatic  star  appeared.  The  daily  papers 
literally  advertised  his  script  cognomen  without  charge  or  ques- 
tion. The  theatrical  world  saw  his  name  and  picture  and  was 
much  impressed  thereby.  His  business  grew  to  the  point  where 
he  presented  his  very  good  friend  the  press  agent  with  as  hand- 
some a  tailor  made  suit  as  you  could  find  on  Broadway  between 
Twenty-third  and  Forty-second  streets. 

This  is  no  sketch  spun  from  the  thought-webs  of  the 
imagination.  It  is  based  upon  a  fact  and  contains  a  pointer 
worthy  of  consideration  by  any  photographer  in  any  town  or 
city  where  there  is  a  fair  theatrical  contingent. 

The  photographer  who  manages  to  show  pictures  of  local 
interest  in  the  principal  show  windows,  hotel  offices,  railroad 


366  Successful  Advertising: 

depots  and  public  places  of  his  town  usually  does  the  lion's 
share  of  the  town's  photograph  business. 

When  it  comes  to  newspaper  advertising  he  need  not  take 
much  space,  but  the  little  space  he  does  take  can  be  filled  up  by 
convincing  talk  as  to  the  artistic  merit  of  his  photographs.  He 
can  quote  prices.  He  can  make  a  special  bid  for  children's 
trade  on  Saturday  and  tell  mothers  that  he  is  always  fortunate 
in  getting  the  best  expressions  and  happiest  results  in  such 
cases.  He  can  say  that  cloudy  days  are  as  good  as  sunny  days. 
He  can  give  an  idea  of  the  time  required  to  produce  a  dozen 
finished  cabinet  photographs.  He  can  afford  to  cut  prices  on  a 
line  for  a  week  or  so — just  to  stir  up  trade.  He  can  talk  about 
the  bright,  cheery  atmosphere  of  his  studio.  In  short  he  can 
find  lots  of  interesting  points  to  talk  about  in  his  advertising. 

He  can  circularize  at  special  seasons  of  the  year.  At  the 
beginning  of  the  holiday  season  he  can  well  send  out  a  well 
worded  circular  calling  attention  to  his  facilities  for  producing 
in  short  order,  holiday  photographs  and  their  desirability  as 
Christmas  presents.  In  June  he  can  send  out  with  profit  a  cir- 
cular calling  attention  to  his  ability  to  photograph  satisfactorily 
picnic  groups,  lawn  groups,  yards,  houses,  schools,  conven- 
tions, etc. 

Advertising  a  Laundry. 

New  York  laundries  are  excellently  advertised  as  far  as 
wagons,  windows,  machinery  and  offices  are  concerned.  They 
do  little  or  no  newspaper  advertising.  Occasionally  some  send 
out  circulars  or  large  postal  cards. 

As  a  couple  of  hundred  dollars  capital  will  start  a  man  in 
the  laundry  business,  there  are  hundreds  of  small  laundries  in 
Manhattan  alone.  Yesterday  I  was  talking  with  a  man  who 
operates  one  of  these  small  laundries,  and  here  is  about  the 
gist  of  our  conversation. 

He  said  :  "  I  have  been  established  only  ten  months  in  my 
present  location,  but  I  call  my  laundry  the  'Old  Hickory' 
Laundry.  I  have  a  double  reason  for  this.  New  York  has  a  shift- 
ing population,  and  many  people  will  think  from  the  name  that 


How  To  Accomplish  It.  367 

my  laundry  was  established  in  Andrew  Jackson's  time.  Others 
will  imagine  that  my  process  of  cleaning  clothes  will  make  them 
last,  for  hickory  is  the  name  of  a  wood  that  lasts — don't  you 
see  ?  I  do  a  nice  little  business  on  Fourth  Avenue,  and  keep 
my  windows,  office  and  work-room  as  attractive-appearing  as 
possible.  I  never  did  any  advertising,  but  I  feel  as  though  I 
should." 

"Regarding  the  advertising,"  was  my  answer,  "  I  would 
advise  you  to  get  a  list  of  the  names  of  all  families,  together 
with  lodgers  and  boarders  in  your  vicinity — say  within  three 
blocks  east,  west  to  Broadway,  six  blocks  north  and  six  blocks 
south.  Circularize  these  names  once  a  month.  Have  these  cir- 
culars briefly,  brightly  and  logically  worded — each  with  a  good 
illustration  suggestive  of  your  business.  The  reason  I  speak  of 
boarders  and  lodgers  is  that  in  this,  a  great  boarding  house  region, 
is  a  shifting  class  that  hardly  ever  thinks  of  laundry  work  until 
a  bunch  of  soiled  clothes  is  a  reminder  of  its  necessity.  A  cir- 
cular will  do  effective  work  with  this  class.  Newpaper  adver- 
tisirg  is  not  advisable  in  your  case,  for  you  cover  but  a  small 
portion  of  the  city,  while  the  daily  papers  cover  the  whole  city 
and  its  environments.  There  would  be  so  much  waste  circula- 
tion that  such  advertising  would  prove  too  expensive.  Syste- 
matic monthly  circularizing  with  the  good  work  of  your  grow- 
ing business  will  cause  a  further  and  rapid  growth." 

But  if  this  laundry  cannot  advertise  to  advantage  in  news- 
papers, there  are  thousands  of  laundries  in  small  cities  and  towns 
that  can  use  newspapers  to  advantage. 

In  such  an  instance  a  laundry  generally  bids  for  trade  from 
the  entire  town,  and  as  the  local  paper  does  likewise  it  stands 
to  reason  that  the  paper  is  its  best  advertising  aid. 

I  have  been  told  that  a  laundry  business  is  usually  very 
profitable.  I  see  no  reason  why  the  appropriation  of  a  laundry 
business  should  not  range  from  three  to  five  per  cent.  There 
maybe  weeks  when  this  systematic  advertising  does  not  seem  to 
pay,  but  looking  back  on  the  year's  advertising  the  manager  of 
a  laundry  about  to  open  a  new  year  of  business  is  invariably- 
found  to  express  himself  thus  : — "Advertising  is  all  right  and  I 
am  going  to  keep  it  up  another  year." 


368  Successful  Advertising 

Some  laundries  advertise  that  they  will  darn  socks,  put  on 
buttons,  sew  tears,  etc.  Others  talk  about  the  exceeding  care  with 
which  they  handle  delicate  laces,  embroideries  and  such  filmy 
features  of  the  feminine  wardrobe.  Others  speak  of  the  unap- 
proachable manner  in  which  they  handle  shirts,  collars,  cuffs, 
etc.  All  such  points  are  very  valuable  to  study  as  advertising 
arguments. 

The  question  of  filling  up  advertising  space  with  business- 
bringing  talk  is  a  question  that  almost  any  advertising  writer 
can  answer,  and  the  wise  laundry  man  will  put  himself  in  touch 
(to  stay)  with  that  individual. 

Advertising  Leather  Goods  and  Harness. 

The  harness  store  in  a  town  nowadays  is  usually  the  re- 
pository of  all  kinds  of  leather  goods,  such  as  pocketbooks,  shop- 
ping bags,  traveling  bags  and  trunks,  card  cases,  cigarette  cases, 
writing  tablets  and  needs  of  such  order. 

The  advertising  of  such  goods  can  be  made  readable  and 
profitable.  The  advertiser  can,  from  time  to  time,  give  out  ad- 
vertising novelities  made  by  himself  to  illustrate  his  hand  craft. 
An  anniversary  or  holiday  souvenir  in  the  shape  of  a  card  case 
is  something  not  be  despised.  It  will  be  remembered  and  ap- 
preciated by  the  recipient  lucky  enough  to  get  it. 

As  for  the  local  newspaper  advertising  that  should  be  the 
mainstay  of  the  advertiser.  Constant  study  of  his  goods  and 
prices  and  an  intelligent  expression  of  the  results  of  his  studies 
represent  the  sum  total  of  his  advertising  labors.  The  worth  of 
the  advertising  exactly  mirrors  the  ability  of  the  man  who  does 
it.  If  the  advertising  is  bright,  logical  and  convincing  then 
there  is  an  able  man  directing  it: — if  weak,  wishy-washy  and 
purposeless  then  there  is  an  incompetent  at  the  advertising 
helm. 

Having  settled  down  upon  a  plan  of  advertising  which 
should  mean  the  expenditure  of  from  two  to  five  per  cent,  of  the 
business  and  should  include  newspaper  (principally  newspaper), 
circular  and  novelity  advertising — then  the  advertiser  should 
proceed  to  analyze  the  good  points  of  the  offerings  and  present 
them  to  the  public. 


How  To  Accomplish  It.  369 

Generally,  the  two  principal  points  about  leather  goods  are, 
or  should  be,  durability  and  appearance.  When  a  man  buys  a 
harness  he  wants  a  good  strong  harness,  that  will  stand  plenty 
wear  and  tear  and  present  an  attractive  appearance.  The  next 
feature  is  price.  If  there  are  any  further  features  they  are  in 
varieties  to  choose  from,  courteous  attendence,  a  pleasing,  well 
lighted  store  and  prompt  deliveries. 

Traveling  necessities  made  of  leather  should  also  be  durable 
and  presentable.  A  trunk  is  an  article  that  oftentimes  passes 
through  strenuous  periods  and  if  it  is  not  strongly  built  it  becomes 
a  misadvertisement  for  the  dealer  who  sold  it. 

The  advertiser  of  these  goods  can  say  something  fresh  and 
good  in  every  ad.  Let  him  put  himself  in  the  place  of  a  sales- 
man in  the  store  talking  to  a  customer  and  he  is  then  in  the 
right  attitude  to  write  advertising. 

Advertising  Assistance  From  Papers. 

Papers  should  give  all  the  assistance  possible  to  advertisers 
in  the  construction  of  their  advertisements  and  in  making 
profitable  their  advertising. 

This  idea  is  slowly,  but  surely,  taking  root.  Many  dailies, 
weeklies  and  monthlies  have  well  organized  departments  which 
are  ready  to  furnish  ideas,  ads,  illustrations  and  set  ups  to 
advertisers. 

One  of  the  most  successful  newspapers — in  the  point  of 
advertising  patronage — to-day  in  America  is  the  Washington 
Star.  The  enormous  amount  of  advertising  it  carries  is  due  in 
a  large  degree  to  the  well-known  Star  Ad  Writing  Bureau. 
A  few  years  ago  this  bureau  sprang  into  existence  and  under 
able  management  developed  Washington  advertising  to  an 
unusually  prosperous  degree.  What  could  be  done  in  Washing- 
ton could  be  done  in  any  other  city.  Advertisers  are  hungry 
for  ideas — for  ads — for  assistance  in  their  advertising  drudgery. 
Some  daily  paper  in  New  York  will  make  a  hit  with  a  well 
equipped  ad  writing  and  ad  illustrating  bureau  on  its  staff. 
Then  Boston  will  wake  up.  Then  a  whole  lot  of  cities  and 
towns  will  fall  into  line  and  from  this  cause  alone  American 
advertising  will  receive  a  mighty  impetus. 

24 


370  Successful  Advertising 

I  remember  liow  a  few  years  ago  while  out  in  the  Rocky 
Mountains  for  health  purposes  I  went  to  a  town  not  so  many 
miles  away  from  Denver.  I  was  in  town  a  day  or  two — mop- 
ing around,  a  perfect  stranger — when  an  idea  struck  me.  I 
immediately  jjroceeded  to  put  it  in  execution.  I  walked  over  to 
the  office  of  the  local  paper  and  asked  if  I  could  see  the  busi- 
ness manager.  I  found  that  individual  sitting  in  a  chair  and 
smoking  a  cigar. 

"  Well  sir  ?  "  he  said  interrogatively. 

"  I  want  to  see  you  about  a  plan  I  have  for  the  development 
of  advertising  in  this  town  and  so  increasing  your  advertising." 

He  looked  at  me  with  amazement,  suspicion  and  disgust 
combined. 

"  Don't  think  you  can  do  anything  in  this  shop.  What  is 
your  scheme — programme,  coupon,  want  ad  scheme  or  what  is 

it?" 

"  It  is  nothing  of  the  sort.  There  is  no  '  scheme '  about  it. 
It  is  a  sensible  and  dignified  way  of  increasing  your  advertis- 
ing. It  is  to  give  such  advertisers  as  you  have  assistance  in  the 
way  of  preparing  their  advertisements,  helping  them  to  get  up 
and  run  sales  and  in  general  make  their  advertising  more  profi- 
table. As  their  advertising  will  be  more  profitable  your  adver- 
tisers will  increase  it  and  your  paper  will  reap  the  advantage. 
More  advertisers  can  also  be  developed  by  a  persistent  and 
intelligent  exposition  of  the  good  of  advertising  and  a  willing- 
ness to  give  them  every  help  possible." 

"Oh,  you  mean  to  become  an  advertising  solicitor  on  my 
paper?"  he  asked. 

"I  do  not  mean  to  become  a  solicitor  on  your  paper,"  I 
answered.  "I  am  obliged  to  remain  in  this  region  for  a  few 
months  and  could  put  in  my  time  more  profitably  to  myself 
(and  you)  if  we  could  make  an  arrangement  whereby  I  could  go 
to  work  on  the  above  lines."  I  then  told  him  of  my  advertis- 
ing experience  and  detailed  my  ideas  very  thoroughly  and 
finally  he  said  : 

"  Come  in  to-morrow  and  I  will  let  you  know.  I  want  to 
talk  it  over  with  the  owner  who  is  also  the  editor." 

I  dropped  in  next  day  and  the  manager  opened  up : 


How  To  Accomplish  It.  371 

"Your  scheme  is  not  feasible.  It  can  never  be  worked 
If  you  write  an  ad  for  Jones  his  rival  Smith  will  want  to  know 
about  it.  Everybody  will  know — or  think  they  can  know — 
what  everybody  else  is  doing." 

"  If  that  bank  across  the  way  carries  my  account  is  that 
any  reason  why  everybody  who  banks  there  should  know  the 
size  of  my  account?  Don't  you  suppose  that  banks  are  silent 
sometimes?  Don't  you  suppose  that  your  business  developer 
can  keep  certain  matters  quiet  ?  "  I  thought  I  gave  him  a  great 
argument,  but  he  answered  : — 

"  No,  your  scheme  is  not  feasible.     Good  day." 

This  was  over  seven  years  ago.  The  plan  I  then  advocated 
is  in  operation  in  that  and  several  hundreds  of  other  towns.  I 
have  personally  advised  the  operation  of  this  idea  to  scores  of 
publishers  and  in  my  correspondence  with  many  others  h  .ve 
urged  it.     Here  is  the  case  in  a  nutshell  : — 

Advertisers  want  ideas — help.  They  zvant  to  make  their 
advertising  profitable.  The  paper  that  will  assist  them  in  this 
will  see  its  advertisers  appreciative  and  its  advertising  columns 
grow  by  reason  of  this  development  of  advertising, 

Reading  Notices. 

Reading  notices,  when  rightly  written,  are  business  bringers. 

A  clever  puff  can  do  a  lot  of  good  to  a  business  and  by  the 
same  token  a  malicious  notice  can  do  it  a  lot  of  harm.  Adver- 
tisers generally  feel  that  they  are  entitled  to  a  number  of  read- 
ing notices  in  proportion  to  the  patronage  given  and  the  papers 
usually  grant  them. 

Retailers  and  all  local  advertisers  should  be  well  treated 
by  the  managers  of  local  papers.  Business  doings  possess  news 
value.  The  new  arrivals  in  spring  silks  at  John  Smith's  store 
are  subjects  of  interest  to  women.  The  new  machinery  installed 
in  the  Main  Street  Laundry  is  a  subject  often  as  nmch  discussed 
by  the  town's  business  men  as  the  speech  of  a  spellbinder. 

How  often  in  looking  over  the  "locals"  in  the  paper  do 
you  run  across  something  like  this?-  — 

Latest  styles  in  Spring  millinery  now  at  The  Leader. 


872  '  Successful  Advertising 

How  much  better  would  something  like  this  be  ? — 

Yesterday  the  Argus  man,  in  his  rounds,  learned  of  the  arrival  of 
new  shapes  in  Spring  millinery  at  The  Leader.  Being  a  mere 
man  he  did  not  presume  to  look  at  and  judge  of  these  Hats,  Bon- 
nets and  Toques  with  the  same  eyes  and  judgment  exercised  by  the 
feminine  patrons  of  the  The  Leader,  but  he  is  positive  of  one 
fact,  viz  :  That  there  is  a  large  and  very  attractive  display  of  pretty 
headgear  on  view.  The  prices  too  are  attractive  for  they  are  in 
harmony  with  the  low  price  policy  of  this  establishment. 

Here  is  another  instance  of  the  reading  notice  rarely  read  :— • 

Johnson  the  watch  maker  does  repairing. 

Which  could  be  written  so  as  to  say  something — after  this 
order  : — 

If  there  is  anything  the  matter  with  your  watch  or  clock,  why 
not  visit  Johnson  the  watch  maker?  There  is  very  little  about  a 
clock  or  watch  that  his  repairers  do  not  understand.  Johnson  will 
call  and  deliver  free  of  charge.  If  you  are  in  a  hurry  ring  him  up, 
telephone  279  West. 

Occasional  endorsements  of  reputable  advertisers  are  not  out 
of  place  by  the  best  newspapers  and  the  best  newspapers  from 
time  to  time  fully  extend  such  endorsements. 

Headlines. 

The  headline  is  the  first  bid  for  business. 

It  is  the  eye-catcher — the  attention-attractor — the  life  and 
essense  of  the  ad. 

If  it  is  successful  the  advertisement  is  read. 

If  it  is  unsuccessful  the  time  and  money  spent  on  the  pub- 
licity is  wasted. 

Therefore  advertisers  should  study  headlines. 

Among  the  highest  paid  men  in  metropoliton  journalism 
are  the  headline  constructors.  They  aim  to  present  the  news 
of  the  day  at  a  glance  in  the  display  above  the  "stories." 
Their  headlines  are  pithy,  purposeful,  striking,  scintillating  and 
sensible. 

Every  advertiser  can  well  study  their  efforts.  They  are 
brilliant  with  dramatic  effect.  They  play  upon  the  reader's 
emotions.     They  are  alliterative  and  read  before  realized    They 


How  To  Accomplish  It.  373 

never  waste  words.  They  go  to  the  heart  of  the  subject  and  go 
as  straight  as  a  bullet.     They  say  something. 

Commonplace  advertising  floods  everywhere.  It  neither 
attracts  nor  repels  the  reader's  eye.  If  the  reader  has  time,  or 
is  particularly  interested  in  the  article  advertised,  he  reads  the 
advertisement — if  not — it  has  not  even  a  moment's  significance 
to  him. 

Not  so  with  the  advertisement  topped  with  an  interesting 
caption.  By  sheer  force  of  its  advertising  worth  it  wins  atten- 
tion. The  duty  of  the  headline  there  ends.  It  is  the  advertise- 
ment proper  that  holds  the  attention  after  being  won. 

The  good  headline  possesses  a  distinct  financial  value.  Its 
mercantile  importance  is  proven  by  the  increased  business  it 
influences  as  compared  with  the  trade  brought  by  the  ordinary 
advertisement  capped  with  the  ordinary  headline. 

Advertising  in  Publications. 

Daily  Papers. — For  retailers  the  best  advertising  is  in  daily 
papers.  The  returns  are  prompt.  They  can  be  easily  traced. 
Within  twenty-four  hours  from  the  time  a  merchant  inserts  his 
advertisement  in  his  local  paper  he  can  tell  whether  or  not  it 
paid.  If  he  has  a  good  store  system  and  watches  his  advertis- 
ing closely  he  can  tell  almost  to  a  certainty  the  exact  returns 
from  this  advertising. 

Daily  papers  so  far  supersede  all  other  advertising  mediums 
for  retailers  that  many  merchants  spend  the  full  per  cent  of 
their  advertising  appropriation  in  their  columns. 

Advertisements  for  daily  newspapers  should  be  set  up  at 
least  a  day  in  advance  of  their  publication.  Final  price  and 
other  corrections  can  be  made  in  the  final  proofs  But  it  is 
advisable  to  have  these  corrections  made  in  advance  of  this  and 
so  obviate  any  possibility  of  errors  creeping  in  the  advertise- 
ments. When  advertisements  are  ordered  for  insertion  it  is 
usually  when  the  advertising  and  composing  stafis  of  the  daily 
are  at  their  busiest  (and  the  force  of  a  daily  newspaper  is  a 
pretty  busy  crowd  at  all  times.)  To  make  corrections  at  the 
last  hours— when  pressure  is  at  its  highest— is  obviously  poor 
judgment. 


374  Successful  Advertisings 

To  the  local  advertiser  of  any  degree  and  description  the 
daily  newspaper  may  be  set  down,  in  nine  cases  ont  of  ten,  as 
being  his  chief  publicity  prop.  It  covers  his  field — reaches  the 
people  he  wishes  to  reach  and  through  it  he  can  tell  his  story 
more  economically  than  through  any  other  medium. 

The  mail  order  advertiser  wishing  to  advertise  in  a  certain 
town,  county,  State  or  territory  can  do  so  through  the  daily 
paper  which  not  only  covers  the  town  from  whence  it  is  issued, 
but  also  a  large  section  of  the  country  outside  of  it. 

The  general  advertiser  wishing  to  cover  certain  sections  of 
the  country  will  find  the  same  rule  operating  in  his  case.  ]\Iany 
a  general  advertiser  covers  a  certain  portion  of  the  country  at  a 
time,  and  covers  it  well,  with  the  assistance  of  daily  papers. 
When  that  portion  is  well  covered  he  proceeds  to  cover  other 
portions  in  the  same  way  and  presently  he  finds  that  his  goods 
are  on  sale  all  over  the  continent. 

Weekly  Papers. — Country  weekly  papers  are  excellent  for 
retailers  located  in  their  towns  and  vicinities.  Where  the 
weekly  alone  is  published  it  is  a  splendid  advertising  medium. 
As  it  has  the  entire  advertising  field  of  its  section  to  itself 
its  value  to  the  local,  general  and  mail  order  advertiser  is  most 
obvious. 

When  there  is  a  daily  published  in  the  same  town  the 
weekly  is  also  a  most  desirable  advertising  medium,  as  the  daily 
and  weekly  together  make  a  strong  advertising  combination  for 
the  advertiser  to  cultivate. 

The  country  weekly  is  the  most  highly  prized  and  closely 
read  of  all  papers  published.  It's  chronicles  of  local  doings  are 
scanned  by  every  member  of  the  family.  It  is  an  essential 
institution  in  its  neighborhood— at  times,  far  beyond  its  neigh- 
borhood— and  for  this  reason  alone  is  a  most  desirable  advertis- 
ing medium.  What  it  lacks  in  quantity  as  a  medium  it  there- 
fore makes  up  in  quality. 

Great  weekly  papers  like  the  YotitJCs  Companion,  the  Satur- 
day Evening  Post,  Collier  s  Weekly,  Harper's  Weekly^  etc.,  are  so 
generally  recognized  and  generously  used  as  advertising 
mediums  by  mail  order  and  general  advertisers  that  it  is  almost 
unnecessary  to  here  say  anything  regarding  them.     The  qucs- 


How  To  Accomplish  It.  375 

tion  of  the  use  of  each  is  best  determined  by  the  advertiser  him- 
self after  considering  the  article  he  wishes  to  sell,  its  price,  the 
people  he  wishes  to  sell  it  to  and  the  advertising  rates  as  well 
as  the  quality  and  the  quantity  of  the  weekly's  circulation. 
There  is  no  question  but  that  such  papers  are  more  carefully 
read  and  preserved  than  daily  papers. 

Magazines. — The  general  and  mail  order  advertiser  nmst 
consider  the  use  of  magazines.  They  go  everywhere,  are  care- 
fully read  and  long  kept,  have  enormous  circulations  and 
exercise  a  tremendous  influence  not  only  from  an  advertising 
viewpoint,  but  also  from  every  point  of  view  in  moulding 
human  thought.  The  retail  or  local  advertiser  is  the  one  adver- 
tiser who  never  bothers  about  magazine  advertising,  unless  he 
has  a  mail  order  adjunct  to  his  business,  through  which  he  wishes 
to  make  the  world  at  large  his  customers. 

One  point  about  magazine  advertising  is  that  the  advertiser 
must  get  his  copy  in  early.  The  daily  or  country  weekly 
advertising  rule  of  getting  in  copy  a  day  or  two  in  advance  of 
publication  must  be  quite  forgotten  in  dealing  with  magazines, 
which  demand  copy  long  in  advance  of  publication. 

The  date  of  closing  of  forms  var>'  with  the  various  maga- 
zines. Some  magazines  are  excellent  for  high  class  articles — 
others  for  popular  priced  goods  and  others  for  very  cheap  goods. 
When  an  advertiser  considers  magazine  advertising  he  con- 
siders, as  a  matter  of  course,  the  character  of  its  circulation  as 
well  as  the  character  of  his  goods.     He  makes  one  fit  the  other. 

Religious  and  Other  Class  Publications.— To  the  advertiser 
wishing  to  reach  a  certain  class  of  people  he  can  generally  pick 
his  choice  of  mediums  from  several  papers  appealing  to  that 
class.  About  every  religious  denomonation  has  its  paper  or 
papers.  About  every  political  party  has  its  paper  or  papers. 
Medical  men  have  papers  carefully  edited  for  their  sole  perusal. 
And  so  on  through  almost  every  line  of  conviction  and 
endeavor. 

Without  attempting  to  enter  upon  a  dissertation  regarding 
the  worth  of  the  various  mediums  of  this  nature  it  can  be  said 
that  they  are  extremely  valuable  advertising  mediums  to  busi- 
ness men  with  articles  that  appeal  to  certain  classes. 


376  Successful  Advertisings 

Trade  Papers.— Manufacturers,  wholesalers,  importers, 
brokers,  commission  merchants  and  those  live  business  men 
who  wish  to  make  their  business  known  in  their  respective 
fields  find  trade  paper  advertising  invaluable.  The  great  adver- 
tising incomes  that  some  trade  papers  enjoy  is  the  best  proof  of 
this.  Trade  papers  have  great  circulations  and  exercise  wide 
influences  upon  the  retail,  wholesale,  manufacturing  and  import- 
ing lines — upon  the  specific  lines  of  action  that  they  cover. 

Advertising  Confectionery. 

The  advertising  of  sweetmeats — over  the  counters  and 
through  the  mails — have  received  quite  an  impetus  within  the 
past  few  years. 

There  is  no  earthly  reason  why  candy  cannot  be  advertised 
as  well  as  anything  else,  and  candy  retailers,  wholesalers  and 
manufacturers,  are  rapidly  realizing  this  fact. 

Such  adjectives  as  "delicious,"  "piquant,"  "palatable," 
"pure,"  "tempting"  "choice,"  "toothsome"  and  "mouth- 
watering" are  called  into  great  requisition  by  the  advertising 
writer  when  he  wiggles  ink  across  paper  in  his  efibrts  to  give 
publicity  to  saccharine  specials. 


SATURDAY 
SPECIALS! 

IN  ASSORTED  CHOCOLATES. 

Choice    assorted   Chocolates — made   espec- 
ially for  our  trade — therefore  we  know  them 
to  be  fresh,  pure  and  luscious— when  down  ^  —q^ 
town    to-morrow   get   a    pound  box  for  ^^ 

IN  SPECIAL  MIXTURES. 

If  you  are  looking  for  sweetmeats  particu- 
larly  toothsome   see   the   alluring   assort- 
ments of  Bon  Bons,  Chocolates,  Caramels, 
Wafers    Glaces,    Fruits,    etc — that   we     ,  _ 
offer     to-morrow     at    per     pound    box  45 

CALKIN'S  CANDY  STORE. 


How  To  Accomplish  It.  377 

Every  town — no  matter  how  small — has  its  confectionery 
store,  which  should  be  advertised.  Friday  evening  or  Saturday 
morning  are  good  times  to  advertise  confectioner)-,  (i)  for  money 
is  plentiful  on  Saturday  (2)  many  Saturday  shoppers  like  to 
bring  home  a  box  of  candy  (3)  the  store  is  usually  open  Sat- 
urday evening  (which,  of  course,  is  the  best  evening). 

The  local  paper  should  be  a  good  friend  to  the  confectioner. 
For  it  should  carry  the  bulk,  if  not  all,  of  his  advertising — set 
it  up  in  good  shape — give  it  a  good  position — give  him  such 
assistance  in  the  way  of  suggestions,  writing  and  illustrations  as 
may  be  valuable  from  time  to  time,  and  in  short,  be  of  service 
to  the  confectioner  and  itself. 

Speaking  about  local  papers,  it  is  wonderful  how  many  dif- 
ferent kinds  of  advertising  and  business  managers  there  are. 
Some  such  men  are  of  distinct  value  to  advertisers,  as  they 
are  bright,  cheerful  and  helpful,  while  others  are  not.  The  de- 
velopment of  advertising  in  a  town  rests  almost  altogether  upon 
the  managers  of  the  local  papers.  I  have  seen  some  ' '  mana- 
gers" who,  if  they  were  hired  to  turn  away  business  from  their 
papers,  could  do  the  turning  away  process  no  better  than  they 
daily  do  in  the  course  of  their  "managerial"  duties.  However, 
this  phase  of  advertising  is  discussed  elsewhere  under  the  cap- 
tion of  "  advertising  assistance fro?H papers!''' 

The  advertising  of  a  confectionery  store  should  be  put  on 
a  systematic  basis.  Once  the  "  plan  of  operation"  is  decided 
upon,  then  about  all  the  labor  of  running  the  advertising  con- 
sists of  writing  the  advertisements  and  passing  upon  the  proofs. 
This  is  worth  the  proprietor's  attention,  but  if  he  (or  she)  has 
neither  the  time  nor  inclination,  the  bright  young  lady  who 
weighs  out  chocolates  with  a  smile,  may  be  induced  to  attempt 
the  advertising  writing.  I  have  noticed  that  young  ladies  are 
very  superior  advertisers  of  candies.  Why  this  is  so  I  do  not 
know,  unless  it  is  due  to  the  fact  that  they  make  a  deep  study 
of  and  like  to  contemplate  candy,  very  much  as  a  man  likes  to 
consider  and  study  cigars. 

Boxes,  paper  bags  and  packages  that  enclose  candy  should 
be  exceptionally  well  printed,  with  the  concern's  name  and 
address.     A  catch  phrase  is  a  good  idea  to  use  on  all  packages, 


378  Successful  Advertising 

stationery  and  advertising.  Whatever  circular  or  card  adver- 
tising that  is  sent  out  should  also  represent  excellent  printing. 
On  such  occasions  as  Thanksgiving,  Christmas,  New  Years,  etc., 
special  sales  should  be  gotten  up.  Newspaper  advertisements 
and  store  displays  are  then  in  order. 

Advertising  Suggestions. 

Bigness  and  generosity  always  attract  humankind,  especially 
■when  that  humankind  is  womankind.  So  in  your  bargain 
stories,  give  plenty  of  items  and  prices. 

Newspaper  space  is  too  valuable  to  be  wasted  with  poor, 
pointless  advertising.  Let  every  word  in  your  ads  tell,  let  every 
sentence  convey  a  clear  cut  idea. 

In  advertising  to  women,  don't  waste  words — with  men,  be 
briefer  still.  Men  hate  detail,  women  rather  like  it  ;  but  its  rather 
expensive  to  indulge  in  muchly. 

The  advertising  man  should  know  type  and  its  uses.  Many 
a  good  ad  is  spoiled  by  poor  typographical  arrangement  in  the 
hands  of  a  hasty  or  careless  printer. 

Retailers,  always  give  prices  in  your  ads.  They're  to  the 
initiatory  folk  what  the  train  is  to  the  engine  ;  the  noise  and 
fuss  only  serves  to  swing  them  into  view. 

Don't  be  hypocritical  in  venting  your  ideas  on  paper.  Many 
a  good  idea  has  never  gone  through  the  sieve  of  criticism  be- 
cause the  critic  was  too  small-minded  to  appreciate  its  worth. 

Always  be  good-humored  in  your  ads.  Good  humor  is  like 
sunshine,  it  lightens  up  many  roads  ;  it  is  always  pleasing  and 
attractive,  and  is  a  great  lift  on  the  road  to  advertising  success. 

The  ability  to  prepare  a  "write-up"  on  every  subject  is  pos- 
sessed by  few.  The  line  between  too  much  advertising  and  too 
little  advertising  is  a  thin  and  narrow  one  and  discoverable  by 
only  really  clever  advertisers. 

Retailers,  in  your  ads  give  plenty  of  quotations.  Don't 
have  a  Niagara  of  words  and  a  rivulet  of  items  and  prices,  that's 
too  suggestive  of  a  poor  house  pudding — lots  of  wind  and  very 
few  plums. 

Don't  expect  results  from  your  ads  in  a  moment.  "Rome 
was  not  built  in  a  day,"  and   it  takes  time  for  your  arguments 


How  To  Accomplish  It.  379 

to  simmer  in  the  brains  of  people  who  are  occupied  with  aflfairs 
of  their  own. 

Ideas  come  from  all  sources.  The  office  boy's  glance  may 
mean  an  inspiration ;  the  fluttering  of  leaves  may  suggest  a 
train  of  thought.  Quick  perceptions  see  them  everywhere  and 
utilize  them  in  advertising. 

Size  up  an  advertizing  medium  as  you  would  a  man.  If  the 
publication  has  a  well-fed,  sleek,  healthy  appearance,  it  is 
thriving,  and  as  a  publication  rarely  thrives  unless  it  has  a  right 
to,  then  it  deserves  consideration. 

Brevity  is  the  soul  of  wit ;  'tis  so  in  advertising.  Study 
brevity  as  you  would  spend  money  ;  endeavor  to  lesson  your 
flow  of  words  as  you  would  your  flow  of  cash,  yet  see  that  the 
flow  of  both  is  sufficient  to  do  execution. 

Top  O'  Column  is  all  right  and  so  is  Next  to  Reading  Mat- 
ter, but  the  main  point,  after  all,  is  the  ad  itself.  See  that  it  is 
strong  in  argument,  beautiful  in  appearance  and  satisfactory  in 
general.     Then  try  and  get  it  a  good  position. 

When  an  idea  strikes  you,  jot  it  down.  When  another 
comes  along,  pin  that  down,  too.  In  this  way  the  bright  adver- 
tising writer  can  keep  his  ideas  constantly  on  file  for  reference, 
instead  of  their  going  astray  through  memory's  window. 

After  all,  the  greatest  study  of  mankind  is  woman,  with 
man  as  a  side  issue.  The  advertiser  should  never  overlook  this 
point.  When  he  conquers  Her  Serene  Highness,  the  American 
Woman,  he  is  on  the  highway  to  success. 

Ideas  move  the  world.  Every  action,  great  or  small,  has  its 
root  in  an  idea.  In  writing  advertising  use  ideas.  If  you  can't 
think  easily,  or  are  too  busy  to  think,  get  some  one  to  do  your 
thinking  for  you.     Here's  where  the  modern  ad  writer  comes  in. 

Make  your  sentences  short,  likewise  your  paragraphs.  Re- 
member the  egg  in  this,  it  is  a  small  affair,  but  very  meat>'  and 
easily  digested. 

Hard  horse  sense  is  the  prime  requisite  of  an  advertising 
man.  From  the  first  preparation  of  copy  till  its  final  appear- 
ance in  a  newspaper  this  qualification  is  demanded. 

The  perceptive  faculties  must  be  well  developed  in  an  ad- 
writer.     He  ought   to   grasp   ideas   from  every   source,    to   see 


880  Successful  Advertising 

points  that  escape  the  average,  all  of  which  he  can  utilize  in  his 
profession. 

In  preparing  an  ad  be  your  reporter  first  and  editor  after- 
wards. As  reporter,  get  all  your  best  thoughts  on  the  subject 
down  on  paper,  as  editor,  trim,  polish  and  elaborate  until  your 
ad  is  perfect. 

Take  a  thought  and  express  it  quickly  and  easily  with  one 
sentence.  Treat  the  second  the  same  way  before  you  venture 
upon  the  third.  Let  each  idea  stand  by  itself,  never  intermin- 
gle or  jumble  them  up. 

Be  natural.  Be  honest.  Be  sincere.  Be  all  these  to  your- 
self in  writing  your  advertising.  The  public  will  recognize 
these  qualities  for  they  are  human  and  touch  all. 

In  the  average  body  of  the  average  ad  Small  Pica  lower  case 
answers  very  well.  It  makes  a  clean  appearance,  is  easily  read 
and  is  used  by  good  advertisers  like  Rogers-Peet  Co.  and 
others. 

Advertising  is  analysis.  It  is  an  analysis  of  the  good  points 
of  what  you  have  to  offer.  Analyze  your  offerings  carefully, 
bring  to  light  all  the  good  points  and  let  the  full  glare  of 
publicity  shine  upon  them. 

The  advertising  writer  is  like  a  sponge,  he  absorbs  every 
idea  within  reach.  If  he  does  not  use  suggestions  the  moment 
they  come  to  him,  they  are  absorbed  in  his  mental  receptacle, 
to  be  fished  out  when  occasion  req^^ires. 

When  you  set  out  to  prepare  your  ad  have  a  mental  picture 
of  the  space  you  are  to  fill.  Fill  this  space  right,  with  neither 
too  many  words  nor  too  little.  The  organ  of  casuality  (as 
phrenologists  call  it)  is  very  necessary  in  an  ad-writer. 

When  you  see  a  particular  style  of  set-up  that  you  would 
like  to  apply  to  your  own  ad  don't  bother  marking  type.  It  is 
quicker  for  you  and  easier  for  the  printer  if  you  paste  a  bit  of 
that  style  on  your  copy  with  the  words  ''  follow  this  style." 

The  advertising  writer  must  use  his  imagination.  Imagina- 
tion is  the  sun  that  lightens  up  dark  places.  It  lends  a  charm  to 
prosaic  subjects.  Bare  facts  are  pills  that  are  more  easily  diges- 
ted when  covered  with  a  coating  of  a  good  writer's  imagination. 

It  takes  time  to  make  impressions.     The  first  appearance 


How  To  Accomplish  It.  381 

of  your  ad  may  be  scarcely  noticed,  the  second  noticed  but  not 
remembered,  the  third  may  make  a  slight  impression,  but  the 
succeeding  insertions  impress  by  present  and  past  appearances. 

Clearness,  brevity  and  point  are  the  triple  virtues  that  the 
advertising  writer  must  remember.  Originality  in  expression, 
beauty  in  typography  and  all  around  nicety  are  minor  virtues, 
yet  all  are  good  and  should  somehow  be  squeezed  in  the  ad. 

It  is  not  a  bad  plan  to  once  in  a  while  go  around  and  inter- 
view the  compositor  or  head  of  the  composing  room  where  your 
ads  are  set  up.  An  interchange  of  ideas  is  mutually  advanta- 
geous and  welcome. 

To  write  a  good  ad  you  must  have  a  keen  interest  in  the 
goods  tbemselves.  Handle  them,  fondle  them,  get  acquainted 
with  them — consider  the  richness,  beauty  and  many  attractions 
— then  when  you  have  imbibed  the  right  sort  of  impressions  let 
them  flow  naturally  from  your  pen. 

Punctuation. 

Punctuation  that  will  help  advertising  in  being  clear,  crisp, 
concise  and  convincing  is  the  punctuation  most  used  by  the  good 
advertising  writer. 

Periods  are  used  with  great  liberality.  For  short  sentences 
are  best. 

Commas  are  also  much  in  demand,  as  they  indicate  the  con- 
clusion of  a  thought  but  not  of  a  sentence. 

Commas  are  used  thus  : — Style ^  quality  and  value  are  here. 
Reliable^  handsome.^  but  low  priced.  Before  a  quotation  of  one 
sentence,  run  in  in  a  paragraph,  use  a  comma,  thus  :  They  all  cry, 
^' time  and  tide  wait  for  no  map.''^  In  sentences  containing  two 
clauses,  connected  by  a  conjunction,  the  clauses  should  be  sepa- 
rated by  at  least  a  comma.  If  the  clauses  are  unusually  lengthy 
or  not  connected  with  a  conjunction,  use  a  semi-color,  or  prefer- 
ably a  dash.  Better  still  make  two  short  or  medium  sentences 
out  of  the  rather  lengthy  sentence. 

Colon. and  dash  comes  in  at  the  end  of  such  paragraphs  as  : — 
Read  carefully  every  line  of  the  following  : — 

Dashes  are  preferable  to  colons  and  semi-colons  in  writing 


382 


Successful  Advertising 


advertising,  as  tliey  make  ideas  not  terminated  by  periods,  stand 
out  in  bolder  relief.  To  illustrate  this,  here  are  two  forms  of 
punctuation  for  comparison  on  the  same  subject  : — 


Men's  English  Squares,  Knots, 
Imperials  and  Four-in-Hands  ; 
in  li,e;ht  or  dark  effects  ;  ex- 
quisitely finished  ;  equal  to 
what  would  usually  cost  'jc^ 
you|i.oo;  here  for  .  .  .  J  Ok,, 


Men's  English  Squares,  Knots, 
Imperials  and  Four-in-Hands — 
in  light  or  dark  efiFects — ex- 
quisitely finished —  equal  to 
what  would  usually  cost  '7^^' 
you  $1.00 — here  for  .  .  .  #  ^C. 


Quotation  marks  are  used  to  show  that  the  writer  is  not  the 
author  of  that  particular  word,  phrase,  sentence  or  excerpt 
quoted.  If  a  mark  of  exclamation  or  interrogation  is  used  at 
the  conclusion  of  the  quotation  that  is  not  part  of  the  quota- 
tion, then  this  mark  should  be  outside  the  quotation  marks. 
For  instance  : — They  call  them  "  valnes^\' 

Exclamations  are  preferable  to  periods  at  the  conclusion  of 
sensational  sentences  like  : — This  will  be  the  Sale  of  the  Season  ! 

The  advertising  writer  is  not  long  in  harness  before  he  finds 
out  that  his  great  task  is  to  say  somethings  which  when  said, 
almost  any  printer  will  properly  punctuate. 


How  To  Accomplish  It.  38-3 


PROOF  READER'S  MARKS. 


WHEN  THE  SIGNS  HERE  GIVEN  ARE  EMPLOYED  AS  DIRECTED  THEY  WILL 
BE  READILY  UNDERSTOOD  IN  ANY  PRINTING  OFFICE. 


X  Change  bad  letter. 

J.  Push  down  space. 

9  Turn  letter  right  side  up. 

^  Take  out  {dele). 

K  Left  out ;  insert. 

#■  Insert  space. 

V  Even  up  the  spacing  between  words. 

i^  Less  space. 

Z  Close  up  entirely. 

O  Insert  a  period. 

y  Insert  a  comma. 

Q  Insert  a  colon. 

^  Insert  a  semicolon. 

yy  Insert  an  apostrophe. 


384  Successful  Advertising 


Proof  Reader's  Marks  Continued. 


^ 

Insert  quotation  marks. 

/ 

Insert  a  hyphen. 

^/ 

Insert  one-em  dash. 

/^/ 

Insert  two-em  dash. 

o 

Insert  em-quad  space. 

i: 

Move  over. 

\\\ 

Straighten  lines. 

II 

Change  alignment. 

1 

Make  a  paragraph. 

tet  or  .... 

,    Let  it  remain  ;  change  not  necessary. 

w.f. 

Wrong  kind  of  type  used. 

font. 

Kind  of  type  required. 

tr. 

Transpose. 

rom. 

Use  roman  letter. 

How  To  Accomplish  It.  385 


Proof  Reader's  Marks  Continued. 


iial.  Use  italic  letter. 

Caps.        Use  Capital  letter. 
s.  c.  Use  small  capital  letters. 

/.  c.  Use  lower  case  or  small  letters. 

overrun.     Carry  over  to  the  next  line. 
Qy.  or(f)     Doubt  regarding  spelling,  etc. 

Indicates  italic  letters. 

==         Indicates  small  capital  letters. 
-=^         Indicates  CAPITAL  letters. 

Indicates  black  lower  case  letters. 
Indicates  BLACK  SMALL  CAPITAL  letters. 
Indicates  BLACK  CAPITAL  letters. 


25 


386  Successful  Advertisin,^ 


PROOF  BEFORE  CORRECTING. 


^-C^f  £ 


J liA  ^  Thousand  pairs  of  |stylish[wQmen's]and  ^'^. 


serviceable    Shoes,   of   Patent   Leather,    in 
zcr^- b)/(tton    and    lace/^^re   embafced    in    this  ^/c  A 
Oj  offeri)/g.  They  have  hand  turned^and  welted/-/  _L 

solesjT^  come  in)this  Autumii^most|shape^  [  ^^jl 


•Jj  lasts. ^  All  sizes  are  here,  and  while  we 

§  anticipate  a  big  big  rush^we  yet  havemade   ^  "^ 

(^«on. ample  preparations  to  meet  it,  so  we  can  tLcJr 

promise  ng  Nvaiti^T)  Caj^s. 

5"   (.This  is  an  unusual  opportunity,  brought    ^^^^ 
c5  ab)!(out  through  a  fortunate  purchase/  and     w 

3  we  cornjnend   it   to  every  woman  who  is 
looking  for  a  high  grade  pair  of  shoes  at  /^/ 
the  IjwesT  price  possible.  <^  c , 

[^      ^        You  can  save  from  §T00  to  ^UoO^ z^a-^ 
per  pair  by  taking  advantage  of  this  special^ 
sale  price,  which  is [51 .85  per  pair.    ]      ^4^^ 


How  To  Accomplish.  It. 


387 


PROOF  AFTER  CORRECTING. 


A"  I  Of  women's  stylish  and  ser- 

Thonsand    ^.^^^^^^  ^^^^^^  ^^  p,^,„t 
PSirS    Leather,  in  button  and  lace, 
are  embraced  in  this  otTer- 
mg.      They  have  hand-turned  and  welted 
soles,  and  come  in  this  Autumn's  most  shapely 
lasts. 

All  sizes  are  here,  and  while  we  anticipate 
a  big  rush,  we  yet  have  made  ample  pre- 
parations to  meet  it  so  that  we  can  promise 
NO  WAITING  1  This  is  an  unusual  oppor- 
tunity, brought  about  through  a  fortunate 
purchase,  and  we  commend  it  to  every  wo- 
man who  is  looking  for  a  high-grade  pair 
of  shoes  at  the  lowest  price  possible. 

You  can  save  from  $  1 ,00  to 
$1.50  per  pair,  by  taking 
advantage  of  this  special  sale 
price,  which  is 


INDEX  OF  SUBJECTS. 


A 

A  General  Talk  on  Mail  Order  Advertising 215 

A  Live  Department  or  Business  Always  Vigorous,  Keeping 113 

A  Reason  for  that  Sale,  Have 128 

A  Sick  Department,  Building  Up no 

Action,  Advertising 306 

Active  Every  Month  in  the  Year,  Keeping  Retail  Business 85 

Ad  Building i 

The  Foundation:   Ideas i 

The  Superstructure  :  Words •   •  5 

Prices 9 

The  Essentials  :  Displaying  Items  and  Prices 12 

Preparing  Advertising  Copy  for  the  Printer 15 

The  Embellishments:  Types 18 

Illustrations 22 

The  Completion— Merchandise  and  Audience •    .  24 

Ads,  Making  Up  Large 93 

Ad,  The   Salesman  and  the 317 

Advertising  a   Bakery 355 

a  Circus 335 

a  Department  Store 89 

a  Dressmaking  Establishment 152 

a  Drug  Store i44 

a  Grocery I45 

a  Hotel 327 

a  Laundry 3^ 

a  Merchant  Tailoring  Business 150 

a  New   Store 107 

a  Patent  Medicine 323 

a  Photograph  Studio 364 

a  Printing  Establishment 348 

a  Publication 321 

a  Resort 352 

a  Restaurant 329 

a  School 353 

a  Stationery  and  Newspaper  Store 153 

a  Town  or  City 350 

389 


«90  Successful  Advertising 

Advertising  Action 306 

All  the  Year  Around,  Retail  (Division  Number  Two)  ....  27 

Amateur,  The 262 

April 58 

Assistance  from   Papers 369 

Autumn 78 

Be  Optimistic  in 318 

Booklet 283 

Books 142 

China 123 

Cigars,  Pipes  and  Smokers'  Articles 147 

Classified 345 

Clothing 98 

Confectioner>'  ....               376 

Copy  for  the  Printer,  Preparing 15 

Dental 342 

Does  not  Increase  the  Cost  of  Goods  to  the  Consumer  ....  311 

Dog  Day  Clothing 74 

Early  Summer • 63 

Educational  Features  by  Mail 218 

Face  Bleaches,  Powders,  etc 325 

Financial 357 

Fish  and  Meat  Market 161 

Floor  Coverings 123 

Foreign 301 

Furniture 120 

Furs  and  Fur  Garments • I57 

Glassware 123 

Hat  and  Cap '    '   •  i55 

Hardware 136 

Holiday 80 

Honesty  as  a  Factor  in 296 

House   Furnishings 123 

in  Publications 373 

Individuality  in 252 

Infants' and  Children's  Wearables 156 

Jewelry  and  Optical 138 

Lamps 123 

\<eather  Goods  and  Harness  ...••• 368 

Mail  Order  (A  General  Talk  on) 215 

Mail  Order  (Specific  Talks  on) 220 

Mediums,  Choice  of 238 

Men's  Furnishings 105 

Mid-Winter 46 

Miscellaneous  (Division  Number  Five) 238 

More  about  Clothing 102 

Novelties,  Value  of 359 


How  To  Accomplish  It.  391 


Advertising,  Outdoor 309 

Pianos,  Music  and  Musical  Instruments 148 

Pictures,  Wall-Paper,  Interior  Decorations 158 

Prices  in  Retail "7 

Railroad  and  Steamship 54° 

Real  Estate 3^3 

Schemes -^5 

Shoe 129 

Solicitor,  The 267 

Special  Features  in  Retail  (Division  Number  Three)     ....  89 

Specialties 250 

Specialist,  The 257 

Spring  Stocks 52 

Street  Car •     •    •  307 

Suggestions ^ 578 

Suit  and  Cloak 116 

Theatrical 33^ 

The  How  of  Writing 263 

The  Humors  of 292 

to  Men 243 

to  Women 241 

Upholstery  Goods 123 

What  Percentage  to  Spend  in 346 

Women's  Wearables 1^5 

Writer,  The 259 

Advertiser,  To  the  New  Clothing 104 

Advertisements,  Measures  in  Which  to  Set 361 

After  the  Holiday  Rush 82 

Again  Spring  Advertising 54 

Ahead  of  Competition,  Keeping I34 

Amateur,  The  Advertising 262 

April  Advertising 58 

Arrangement,  Typographical 244 

Assistance  from  Papers,  Advertising 369 

Autumn  Advertising 78 


Bakery,  Advertising  a 355 

Begin  the  New  Year,  How? ...  29 

Be  Optimistic  in  Advertising 3i8 

Best  Advertising  Mediums  (Mail  Order  Talk  Number  I) 220 

Best  Articles  to  Advertise  (Mail  Order  Talk  Number  IV) 225 

Bookkeeping  and  System  of  Handling  Letters  and  Orders  (Mail  Order 

Talk  Number  II)       222 

Booklet  Advertising 283 

Books,  Advertising .    .  142 


392  Successful  Advertising 

Bombardment,  Mid  Summer 70 

"Brains"  Interview 314 

Building  up  a  Sick  Department no 

Business,  Advertising  a  Merchant  Tailoring 150 

Active  Every  Month  in  the  Year,  Keeping  Retail 85 

Always  Vigorous,  Keeping  a  Live  Department  or 113 

Pushing  Winter 48 

Warm  Weather  Wooing  of 73 

c 

Car  Advertising,  Street 307 

Catalogue  Making  (Mail  Order  Talk  Number  V) 227 

China,  Advertising 123 

Choice  of  Advertising  Mediums 238 

City,  Advertising  a  Town  or .  350 

Cigar,  Pipes,  etc.,  Advertising I47 

Circus,  Advertising  a 335 

Classified  Advertising 345 

Clearance  Sale,  The  Mid  Summer 67 

Cloak  Advertising,  Suit  and 116 

Clothing  Advertising 98 

Advertising,  More  About 102 

Advertiser, To  the  New 104 

Advertising,  Dog  Day 74 

Compiling  Mail  Order  Literature  (Mail  Order  Talk  Number  XI) 235 

Coming,  Speed  the  Parting,  Welcome  the 50 

Competition,  Keeping  Ahead  of 134 

Completion  of  Ad-Building  (Merchandise  and  Audience),  The 24 

Concerning  Correspondence  (Mail  Order  Talk  Number  VI)    ..••...  229 

Confectionery,  Advertising 376 

Co-operate  with  Heads  of  Departments 96 

Copy  for  the  Printer,  Preparing  Advertising 15 

Cost  of  Goods  to  the  Consumer,  Advertising  Does  Not  Increase  the  .  311 

D 

Dental  Advertising -342 

Department,  Building  up  a  Sick no 

Departments,  Co-operate  with  Heads  of 96 

Department  or  Business  Always  Vigorous,  Keeping  a  Live 113 

Department  Store,  Advertising  a 89 

Description  of  Items,  Give  Full 125 

Displaying  Items  and  Prices 12 

Display,  Inside  Store 133 

Displays,  Window 131 

Dog  Day  Clothing  Advertising 74 


How  To  Accomplish  It.  393 

Dressmaking  Establishment,  Advertising  a •    .   .  152 

Drop  a  Sale,  How  to  Start,  Engineer  and "6 

Drug  Store,  Advertising  a • ^44 

"  Dry  Goods  Economist "  Interview 289 


Early  Summer  Advertising "3 

Educational  Features  by  Mail,  Advertising 218 

Embellishments  of  Ad  Building  (Types),  The 18 

Engineer  and  Drop  a  Sale,  How  to  Start "6 

Estate,  Advertising  Real 303 

Essentials  of  Ad  Building  (Displaying  Items  and  Prices),  The 12 

Every  Month  in  the  Year,  Keeping  Real  Business  Active 85 

F 

Face  Bleaches,  Powders,  etc.,  Advertising 325 

Factor  in  Advertising,  Honesty  as  a '96 

Featuresby  Mail,  Advertising  Educational 218 

Features  in  Retail  Advertising,  Special  (Division  Number  Three)    ....  89 

Financial  Advertising 357 

Fish  and  Meat  Markets,  Advertising ^^i 

Floor  Coverings,  Advertising "3 

Foreign  Advertising - 3°! 

For  That  Sale,  Have  a  Reason "8 

Foundation  of  Ad  Building  (Ideas),  The i 

Full  Description  of  Items,  Give ^25 

Furnishings,  Advertising  House ^^3 

Furnishings,  Advertising  Men's ^°5 

Furniture  Advertising ^^° 

Fur  and  Fur  Garments,  Advertising ^57 

G 

General  Talk  on  Mail  Order  Advertising,  A 215 

Getting  to  the  Reader's  Level 275 

Give  Full  Description  of  Items ^25 

Glassware,  Advertising "3 

Good  Mail  Order  Help  (Mail  Order  Talk  Number  VIII) 231 

Great  January  Mark-Down  Sale,  The 3o 

Great  Mid-Winter  Sale,  The 4o 

Grocery,  Advertising  a ^45 

H 

Hat  and  Cap  Advertising ^55 

Hardware  Advertising ^3^ 


394  Successful  Advertising 

Harness,  Advertising  Leather  Goods  and 368 

Have  a  Mailorder  Plan  (Mail  Order  Talk  Number  IX) 232 

Have  a  Reason  for  That  Sale 128 

Headlines 372 

Heads  of  Departments,  Co-operate  with 96 

Holiday  Advertising So 

Holiday  Rush,  After  the S2 

Honesty  as  a  Factor  in  Advertising 296 

Hotel,  Advertising  a     ....       327 

House  Furnishings,  Advertising 123 

How  ?  Begin  the  New  Year 29 

of  Writing  Advertising,  The 263 

to  Start,  Engineer  and  Drop  a  Sale 126 

Humors  of  Advertising,  The 292 

Hustler,  The 269 


I 

Ideas,  in  the  Foundation  of  Ad  Building • i 

Illustrations  and  Their  Uses 247 

Increase  the  Cost  of  Goods  to  the  Consumer,  Advertising  Does  not    ...  311 

Individuality  in  Advertising 252 

Infants'  and  Children's  Wearables 156 

Inside  Store  Displays 133 

Interview  in  "Brains" 314 

in  "  Printers  Ink  "      280 

in  "  Profitable  Advertising" 297 

in  "Dry  Goods  Economist" 2S9 

Introducing  Spring  Millinery,  etc 56 

Introductions  for  Retail  Advertising 163 

Items,  Give  Full  Description  of 125 


January'  Mark-Down  Sale,  the  Great 30 

Merchandise  Movements,  Some 36 

Sales,  Various  Other 33 

Jewelry  and  Optical  Advertising 138 

Jollier.  The  ...       271 


Keeping  a  Live  Department  or  Business  Always  Vigorous 113 

Ahead  of  Competition 134 

Retail  Business  Active  Every  Month  in  the  Year 85 


How  To  Accomplish  It  395 


Lamps,  Advertising 123 

Large  Ads,  Making  up 93 

Laundry,  Advertising  a 366 

Leather  Goods  and  Harness,  Advertising 368 

Letters  and  Orders,  Bookkeeping  and  System  of  Handling  (Mail  Order 

Talk  Number  II)    .    .       . 222 

Level,  Getting  to  the  Reader's      275 

Literature,  Compiling  Mail  Order  (Mail  Order  Talk  Number  XI)     ....  235 

Live  Department  or  Business  Always  Vigorous,  Keeping  a 113 


Mail,  Advertising  Educational  Features  by .  218 

Mail  Order  Advertising,  A  General  Talk  on 215 

Mail  Order  Advertising,  Specific  Talks  on 220 

Talk  Number  I.     Best  Advertising  Mediums 220 

II.     Bookkeeping  and  System  01    Handling    Letters 

and  Orders 222 

III.  Securing  Names 223 

IV.  Best  Articles  to  Advertise 225 

V.     Catalogue  Making 227 

VI.     Concerning  Correspondence 229 

VII.     Promptness  and  Thoroughness 230 

VIII.     Good  Mail  Order  Help 231 

IX.     Have  a  Mail  Order  Plan 232 

X.     Mail  Order  Territories 234 

XI.     Compiling  Mail  Order  Literature 235 

XII.    The  Value  of  Persistence 236 

Making  Up  Large  Ads 93 

Manufacturers  and  Wholesalers  Should  Help  Retailers  With  Advertising  .  363 

Mark  Down  Sale,  The  Great  January 30 

Masses,  The  Unreached 312 

May  Merchandising,  Movements  in 6o 

Measures  in  Which  to  Set  Advertisements 361 

Meat  Markets,  Advertising  Fish  and i6i 

Medicine,  Advertising  a  Patent 323 

Mediums,  Choice  of  Advertising 238 

Men,  Advertising  to      243 

Men's  Furnishings,  Advertising 105 

Merchandise  Movements,  Some  January 36 

Merchandise  and  Audience,  in  the  Completion  of  Ad  Building 24 

Merchant  Tailoring  Business,  Advertising  a 150 

Mid-Winter  Advertising 46 

Sale,  the  Great 40 

Sales,  Other 43 


396  '   Successful  Advertising 

Mid-Summer  Bombardment 70 

Midsummer  Clearance  Sale,  the 67 

Millinery,  etc..  Introducing  Spring 56 

Miscellaneous  Advertising  (Division  Number  Five) 238 

Money,  Spend  Money  to  Make 286 

Month  in  the  Year,  Keepnig  Retail  Business  Active  Every 85 

More  About  Clothing  Advertising 102 

Movements  in  May  Merchandising 60 

Movements,  Some  January  Merchandise 36 

Music  and  Musical  Instruments,  Advertising  Pianos 148 

N 

Names,  Securing  (Mail  Order  Talk  Number  III) 223 

New  Clothing  Advertiser,  To  the io4 

New  Store,  Advertising  a 107 

New  Year,  How  ?     Begin  the 29 

New  Year  Resolutions 27 

Notices,  Reading 37 1 

Novelties,  Value  of  Advertising •  359 

o 

Of  Business,  Warm  Weather  Wooing 73 

Of  Competition,  Keeping  Ahead I34 

Of  Items,  Give  Full  Description 125 

Optical  Advertising,  Jewelry  and 138 

Optimistic  in  Advertising,  Be 3 '8 

Order  Advertising,  Mail  ....       215 

Orders,  Bookkeeping  and   System  of  Handling  Letters  and  (Mail  Order 

Talk  Number  II) 222 

Order  Help,  Good  Mail  (Mail  Order  Talk  Number  VIII) 231 

Order  Literature,  Compiling  Mail  (Mail  Order  Talk  Number  XI) 235 

Order  Plan,  Have  an  (Mail  Order  Talk  Number  IX) 232 

Order  Territories,  Mail  (Mail  Order  Talk  Number  X) 234 

Other  January  Sales.  Various 33 

Other  Mid-Winter  Sales 43 

Outdoor  Advertising 309 

R 

Papers,  Advertising  Assistance  from 369 

Parting.  Welcome  the  Coming,  Speed  the • 50 

Patent  Medicine,  Advertising  a 323 

Percentage  to  Spend  in  Advertising,  What 346 

Photograph  Studio,  Advertising  a 3^4 

Pianos,  Music.  Musical  Instruments,  Advertising 148 


How  To  Accomplish  It.  397 

Pictures,  Wall  Paper,  Interior  Decorations,  Advertising 158 

Powders,  Face  Bleaches,  etc.,  Advertising 325 

Preparing  Advertising  Copy  for  the  Printer 15 

Prices,  in  the  Superstructure  of  Ad  Building 9 

Prices  in  Retail  Advertising 117 

Printing  Establishment,  Advertising  a 348 

"Printers'  Ink"  Interview 280 

"  Profitable  Advertising  "  Interview 297 

Proof  before  Correcting •    •    .    .  386 

after  Correcting 387 

Reader's  Marks 383 

Promptness  and  Thoroughness  (Mail  Order  Talk  Number  VII) 230 

Publication,  Advertising  a 321 

Publications,  Advertising  in 373 

Punctuation 381 

Pushing  Winter  Business    .   .       48 

R 

Railroad  and  Steamship  Advertising 340 

Reader's  Level,  Getting  to  the 275 

Reading  Notices 371 

Real  Estate  Advertising  .    .   .    .  • 303 

Reason  for  That  Sale,  Have  a 128 

Regarding  Ruts 255 

Resolutions,  New  Year 27 

Resort,  Advertising  a 352 

Restaurant,  Advertfsing  a 329 

Retail  Advertising  All  the  Year  Around  (Division  Number  Two)     ....  27 

Advertising,  Introductions  for  ...    .       163 

Advertising,  Prices  in 117 

Advertising,  Special  Features  in  (Division  Number  Three)     ....  89 

Business  Active  Every  Month  in  the  Year,  Keeping 85 

Rubiyiat  of  O'My  Advertiser,  The 320 

Rush,  After  the  Holiday 82 


Sale,  How  to  Start,  Engineer  and  Drop  a 126 

Salesman  and  the  Ad,  The 317 

Sales,  Other  I\Iid-\Vinter 43 

Sale,  The  Mid-Summei  Clearance 67 

The  Great  Mid-Winter 40 

The  Great  January  Mark-Down 30 

Sales,  Various  Other  January 33 

Sales,  Warm  Weather 65 

Sayings  to  Swing  Trade 202 


398  Successful  Advertising 

Schemes,  Advertising ^*5 

School.  Advertising::  a 353 

Securing  Names  (Mail  Order  Talk  Number  III) 223 

Shoe  Advertising 129 

Short  Words,  Use 278 

Solicitor,  The  Advertising 267 

Some  January  Merchandise  Movements 3^ 

Specialties,  Advertising 250 

Specialist,  The  Advertising 257 

Special  Features  in  Retail  Advertising  (Division  Number  Three) 89 

Specific  Talks  on  Mail  Order  Advertising  (Division  Number  Three)  .    .  220 

Speed  the  Parting,  Welcome  the  Coming 5° 

Spend  in  Advertising.  What  Percentage  to 34^ 

Spend  Money  to  Make  Money 2S6 

Spring  Stocks,  Advertising 52 

Advertising,  Again 54 

Millinery,  etc.,  Introducing 5^ 

Start,  Engineer  and  Drop  a  Sale,  How  to 126 

Stationery  and  Newspaper  Store,  Advertising  a i53 

Steamship  Advertising,  Railroad  and 34o 

Store,  Advertising  a  Department 89 

Advertising  a  New io7 

Advertising  a  Drug • I44 

Store  Displays,  Inside 133 

Street  Car  Advertising 307 

Studio,  Advertising  a  Photograph 3^4 

Suit  and  Cloak  Advertising 116 

Suggestions,   Advertising 37S 

Summer  Advertising,  Early 63 

Superstructure  of  Ad  Building  (Words)  The 5 

Swing  Trade,  Sayings  to 202 

System   of  Handling  Letters  and  Orders,   Bookkeeping  and  (Mail  Order 

Talk  Number  II) 222 


Tailoring  Business,  Advertising  a  Merchant 150 

Talk  on  Mail  Order  Advertising,  a  General 215 

Talks  on  INIail  Order  Advertising,  Specific 220 

Territories,  Mailorder  (Mail  Order  Talk  Number  X) •    •  234 

That  Sale,  Have  a  Reason  For 12S 

Theatrical  Advertising 33^ 

The  Advertising  Amateur 262 

Advertising  Specialist 257 

Advertising  Solicitor 267 

Advertising  Writer 259 

Completion  of  Ad  Building  (Merchandise  and  Audience) 24 


How  To  Accomplish  It.  399 

The  Embellishments  of  Ad  Building  (Types) i8 

Essentials  oi  Ad  Building  (Displaying  Items  and  Prices) 12 

Foundation  of  Ad  Building,  (Ideas) i 

Great  Mid-Winter  Sale 40 

Great  January  Mark-Down  Sale 30 

Holiday  Rush,  After 82 

How  of  Writing  Advertising , 263 

Humors  of  Advertising 292 

Hustler 269 

Jollier 271 

Mid-Summer  Clearance  S  \le 67 

New  Clothing  Advertiser,  To 104 

New  Year  How?  Begin 29 

Printer,  Preparing  Advertising  Copy  For 15 

Reader's  Level,  Getting  to 275 

Rubiyiat  of  O'My  Advertiser 320 

Salesman  and  the  Ad 317 

Superstructure  of  Ad  Building  (Words) 5 

Unreached  Masses 312 

Value  of  Persistence  (Mail  Order  Talk  Number  XII) 236 

Year,  Keeping  Retail  Business  Active  Every  Month  in S5 

Thoroughness,  Promptness  and 230 

To  Advertise,  Best  Articles 225 

Make  Money,  Spend  Money 2S6 

Spend  in  Advertising,  What  Precentage 346 

Start,  Engineer  and  Drop  a  Sale,  How 126 

The  New  Clothing  Advertiser 104 

Town  or  City,  Advertismg  a  • 350 

Trade,  Sayings  to  Swing      202 

Typographical  Arrangement 244 

u 

Unreached  Masses,  The 3^2 

Upholstery  Goods,  Advertising 123 

Up  Large  Ads,  Making 93 

Up  a  Sick  Department,  Building no 

Use  Short  Words 278 

Uses,  Illustrations  and  Their 247 


V 

Various  Other  January  Sales 33 

Value  of  Advertising  Novelties 359 

Value  of  Persistence,  The 236 

Vigorous,  Keeping  a  Live  Department  or  Business  Always 113 


400  Successful  Advertising 

Wall-Paper  and  Interior  Decorations,  Advertising 158 

Warm  Weather  Sale 65 

Warm  Weather  Wooing  of  Business 73 

Wearables,  Advertising  W^omen's 115 

Welcome  the  Coming,  Speed  the  Parting 50 

What  Percentage  to  Spend  in  Advertising 346 

Wholesalers  Should  Help  Retailers  With  Advertising,  Manufacturers  and  363 

Words  in  the  Superstructure  of  Ad  Building 5 

With  Department  Heads,  Cooperate 96 

Window  Displays 131 

Winter  Business,  Pushing 48 

Women,  Advertising  to 241 

Women's  Wearables,  Advertising' , 115 

W^ords,  Use  Short 278 

Writing  Advertising,  The  How  of 263 

Writer,  The  Advertising 259 

Y 

Year  Around,  Retail  Advertising  All  the  (Division  Number  Two)    ....  27 

Year,  Keeping  Retail  Business  Active  Every  Month  in  the 85 

Year,  How?    Begin  the  New 29 

Year,  Resolutions,  New ^ 


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